Expedia.com hires new director of PR

BELLEVUE, WA: Expedia.com has hired Jason Reindorp as director of PR. Reindorp comes from Microsoft, where he oversaw consumer PR for the company's Windows operating system.

BELLEVUE, WA: Expedia.com has hired Jason Reindorp as director of PR. Reindorp comes from Microsoft, where he oversaw consumer PR for the company's Windows operating system.

Reindorp replaces Andrea Riggs, who joined the corporate communications team at Expedia.com's parent company, InterActiveCorp.

"Half of my brain is attracted to smart technology, and the other half of my brain is very consumer centric," Reindorp said of his interest in working for the travel site. "I've really grown to respect the way they've managed the brand. The technology has become less important as online travel has become more mainstream, and so the brand has become more important."

Reindorp wants to continue to focus on the brand, but also move communication efforts beyond media relations into corporate communications, with a greater focus on everything from corporate citizenship to community relations.

"PR has to be more than us just saying, 'Hey, you can save $75 here' or 'Hey, we have flights to Florida,'" said Reindorp, who reports to Stuart MacDonald, SVP of marketing and packages. "Consumers are more sophisticated than ever, so we need to look at new ways to develop a direct relationship and dialogue. We need to make sure we're talking to consumers in a meaningful way and transforming that into business."

Reindorp said he also wants to enhance PR efforts with Expedia.com's numerous partners, including airlines, hotels, and cruises, to build those relationships.

Expedia.com selected Fleishman-Hillard as its North America agency of record in January.

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