April 22, 2013 Press Release

Morgans Hotel Group Awards Digital Duties to Firstborn

NEW YORK (April 22 2013) - Morgans Hotel Group, a leader in the hotel industry’s boutique sector, has tapped New York based digital creative agency, Firstborn, to partner on digital strategy and programming across its hotel properties, in addition to the development and re-launch of its global website. Under the partnership, which was solidified following a multiple agency review that began back in February 2013, Firstborn’s initial marketing efforts will focus on creating mobile and web-based content geared toward enhancing the guest experience and promoting the brand’s boutique culture. Firstborn is also working to develop exclusive on-property technologies that will deliver a truly personalized stay within the hotel portfolio.

"With consumers relying heavily on mobile access to get inspired, find information and make travel decisions, Morgans Hotel Group’s goal in the digital space is to create an enhanced presence that will provide better service, anticipate guest needs and engage guests during every step of their stay," said Kim Walker, Creative Director and Senior Vice President of Brand and Marketing at Morgans Hotel Group. "We are thrilled to partner with Firstborn who we feel both creatively and technically, are a perfect match for Morgans Hotel Group. The goal of our work together is to create one cohesive digital presence and meet our guests on whatever platform they’re using."

When a guest chooses to stay at Morgans Hotel Group property, they’re not just getting a place to sleep and quality service, they’re choosing to experience a unique culture. Earlier this year, the company elevated this experience to a digital platform with the introduction of Back of House, a culture and lifestyle blog that features curated content in the world of design, art, fashion, music, food and nightlife. Through Morgans Hotel Groups extensive list of partners, tastemakers artists and celebrities, Back of House provides fresh, relevant material allowing guests to stay current with the ever-changing cultural scene.

"Morgans Hotel Group is one of the only public hotel businesses focused on boutique culture, and that is something we are excited to embrace when it comes to their digital marketing," explains Dan LaCivita, President of Firstborn. "Because so much of this brand is truly about the unique "experience" they offer their guests, it presents an incredible opportunity for us translate those brand values into experiences that touch both the digital and physical worlds. We couldn’t be more thrilled to work with these guys."

About Morgans Hotel Group
Morgans Hotel Group Co. (NASDAQ: MHGC) is widely credited as the creator of the first "boutique" hotel and a continuing leader of the hotel industry’s boutique sector. Morgans Hotel Group operates Delano in South Beach and Marrakech, Mondrian in Los Angeles, South Beach and New York, Hudson in New York, Morgans and Royalton in New York, Shore Club in South Beach, Clift in San Francisco, Ames in Boston and Sanderson and St Martins Lane in London. Morgans Hotel Group has ownership interests or owns several of these hotels. Morgans Hotel Group has other property transactions in various stages of completion, including Delano properties in Las Vegas, Nevada; Cesme, Turkey and Moscow, Russia; Mondrian properties in London, England; Istanbul, Turkey; Doha, Qatar and Baha Mar in Nassau, The Bahamas; and a Hudson in London, England. Morgans Hotel Group also owns a 90% controlling interest in The Light Group, a leading lifestyle food and beverage company. For more information please visit www.morganshotelgroup.com.

About Firstborn
Founded in 1997, Firstborn is a digital agency headquartered in New York City. They are a team of designers, producers, technologists and strategists who share a passion for creating great ideas and translating them into engaging, intelligent and innovative user experiences. Firstborn develops multiplatform user experiences that extend across all media. To view Firstborn’s portfolio visit http://firstborn.com