PRCO Group has been appointed to lead communications for the launch of W Riyadh – KAFD, marking the debut of the W Hotels brand in Saudi Arabia. The property is located within Riyadh’s King Abdullah Financial District (KAFD).The appointment covers integrated communications and media relations across the GCC, supporting the hotel’s pre opening and launch phases. PRCO Group’s remit includes strategic storytelling, executive profiling and brand positioning to introduce the hotel and W Hotels’ refreshed global identity to regional audiences.W Riyadh – KAFD is positioned as a landmark opening for the region, combining expressive architecture, interior design, and a culinary and social offering aligned with the brand’s global focus on design, music, culture and wellness.The launch of W Riyadh – KAFD forms part of W Hotels’ international expansion and represents the brand’s entry into the Saudi Arabian market.PRCO Group will work closely with the W Riyadh – KAFD team in the lead up to the hotel’s opening in 2026, supporting communications around upcoming experiences, design elements, dining concepts and programming.