Diffusion scooped up ALICE, an operations platform that lets hotels manage staff work and guest communication across departments. Diffusion’s campaign will support ALICE in reaching a larger business technology audience. With a strong focus on the platform’s technology advancements, such as its open API, and integrations with Amazon Alexa and Samsung Smartwatch Solution, Diffusion will work to solidify the company as a hospitality industry pioneer.

Park 12

J. Walcher Communications added Greystar and Jacobs Center for Neighborhood Innovation as clients. Greystar, a multifamily real estate development company, hired JWC to promote Park 12—formerly known as “Ballpark Village”—an apartment and retail community overlooking Petco Park in San Diego’s East Village. The agency will develop and guide public and community relations for Jacobs Center of Neighborhood Innovation, as well as working to raise the organization’s digital/social media presence. The nonprofit center works to revitalize neighborhoods in southeastern San Diego. The projects JWC is helping to promote include Connect All @ Jacobs Center—a business accelerator designed to grow local, early-stage businesses in San Diego’s diverse and underserved communities.

Live Alive

Adam Ritchie Brand Direction lands Life Alive, a chain of organic cafes led by Panera and Au Bon Pain founder Ron Shaich. The agency will provide press and influencer outreach in the food, lifestyle and wellness categories. They are also developing a signature influencer program called “Mix It Up,” which brings together carefully curated influencers to create healthy, multicultural dishes, create distinctive experiences and support charitable causes. Adam Ritchie Brand Direction has also been hired to provide strategic communications and media support for Jacuzzi.