palaceNancy J. Friedman PR has booked The New York Palace hotel, following a $140M redesign of the historic property.

NJF PR's luxury practice was tapped to develop an integrated communications strategy for the hotel, which combines the landmark Villard Mansion and a 55-story modern tower on Madison Avenue known as The Towers.

DKC previously handled the account.

The hotel, featured in the CW drama "Gossip Girl," was originally developed by Harry Helmsley in the 1970s and later owned by the Sultan of Brunei, who sold it to Northwood Investors.

The New York firm will also tout the hotel's Rarities lounge and Tavern-on-51 cocktail bar.

NJF PR also recently picked up Marmara Park Avenue, opening in 2014, and Destination D.C., to promote its "DC Cool" campaign through two New York media events.