SUNNYVALE, CA: Yahoo! Travel has selected New York-based M. Booth & Associates for a six-figure account after a competitive RFP.
Yahoo! Travel confirmed that the other agencies pitching for the account were Lou Hammond & Associates and Laura Davidson PR.
M. Booth's travel and lifestyle specialty group, coheaded by Joan Bloom and Joan Brower, will assist with a relaunch of the site, as well as media relations.
Fleishman-Hillard, Yahoo!'s AOR, formerly handled media relations for Yahoo! Travel, a division of the internet company. But Nancy Evars, PR head for Yahoo! Search and Marketplace, said the company wanted to work with an agency that had online-travel experience, citing M. Booth's work with both Cheap Tickets and Trip.com.
Cheap Tickets and Trip.com, both affiliates of Cendant, are no longer clients of M. Booth. As of press time, it was unclear what their PR agency plans were.
Evars admitted that travel PR is a delicate issue in wartime, and that people are hesitant to fly after events like the terrorist attacks of September 11. However, she added, "we have areas of the site that we can still promote in the current travel climate, such as road travel and cruises to close destinations."