Extended Stay America, the hotel chain which is three years out of bankruptcy, is relying on financial PR support as it plans an initial public offering.

extended stay americaThe 18-year-old Charlotte, N.C.-based chain of 684 hotels said it could raise up to $100M in the IPO, although a share price or number of shares has not yet been set.

It has engaged ICR for PR counsel and media relations related to the IPO. Managing director Phil Denning, an RLM Finsbury alum, leads that effort.

The Zimmerman Agency continues to handle its consumer and corporate PR account.

Three private equity firms bought the company off the Chapter 11 pile in 2010 for $3.9B after it took a hit from a decline in business travel amid the financial crisis. It has about $3.6B in debt and $1B in annual revenues.

ESA's owners include Paulson & Co., Blackstone Group and Centerbridge Partners.

Terry Atkins joined ESA in February from Kellogg Company as senior director of marketing communications.