The company, which previously worked with the now-defunct HHCL/Red Cell, is looking for shops with strong strategic credentials. Rather than asking agencies to pitch creative work, it wants them to submit strategic proposals by mid-November, with a decision due shortly afterwards.
Emaar is also on the hunt for a branding and design agency to work on the project.
The search, which is being conducted from its Dubai offices, comes as Emaar looks to invest further in hotel properties to build on the projects it is currently developing in Dubai's Burj area.
It comes during a competitive time for the global hotel chain market. Last month, Accor, which owns Novotel and Sofitel, announced that it would relaunch two global brands, Pullman and All Seasons, over the next year.
Emaar did not return calls.