Holiday Autos takes its PR in-house for a fresh push

Holiday Autos has taken PR in-house to cut costs, as the car-rental firm bids to position itself as the sector’s leading ‘low-cost’ operator.

Claire Williams, who has been appointed to the newly created role of PR manager, said the hiring of agencies for ‘one-off consumer campaigns’ was possible, but that most consumer and trade PR for Holiday Autos and sister brand Holiday Hotels would now be handled in-house.

Holiday Autos formerly retained Consolidated Communications, which was hired in May 2002 (PRWeek, 3 May 2002) but that agency ceased to work for the firm in mid-July.

Williams reports to marketing manager Matt Cunliffe, who said the firm had ‘a new focus on becoming self-sufficient’.

He said: ‘Having a PR person [in-house] enables us to adopt a more fluid approach. In the short-term this means that marketing promotions can be turned into news releases and publicised quickly.’

Cunliffe added: ‘With an agency there is the “one-step- removed” syndrome, which means, unfortunately, that PR can be an afterthought.’

Cunliffe said Williams would focus on boosting Holiday Autos’s consumer coverage and ‘tailor a dedicated regional line of activity’.

Corporate PR is now handled by Lucy Dare, corporate comms head at lastminute.com, the internet firm that bought Holiday Autos in March for £43m.

Cunliffe joined last November from rival Avis Europe, where he was partnerships manager. He assumed the new position of marketing man-ager in a division restructured in the wake of the departure of former marketing director Jo Pyshorn.

Williams has joined after completing short-term contracts in the American Airlines and Monarch Airlines press offices. She was an account manager for Compass Communications from 1998 to 2002.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.