Ebookers picks Pleon to promote brand overhaul

Online travel brand ebookers has brought in Pleon as it prepares for a major website redesign and rebrand.

The site, which competes with regular travel agents as well as sites such as Expedia and Lastminute.com, is looking to attract more visitors in the increasingly cut-throat tra­vel market.

‘We need to build the consumer brand,’ said head of marketing Claire Howard-Jones.

Howard-Jones said Pleon bagged the brief after a competitive pitch against four agencies and would start work on 1 March. The appointment comes just a week after Expedia handed a UK consumer brief to Golin Harris (PRWeek, 2 February).

Ebookers has previously used BGB Communications for project work. The firm is no longer using the travel specialist consultancy.

The new version of ebookers’ website and branding will launch in April. Pleon will also seek to emphasise the company’s ‘best-price guarantee’.

Ebookers has been in business for eight years, arr­iving during the dotcom boom. It emerged from Flightbookers, formed in 1983, which established one of Britain’s first interactive travel websites in 1996. The internet arm separated to form ebookers in 1999.

A £30m-plus flotation in New York and Germany in 1999 was used to launch e­bookers across Europe, with such early success that the company bought Flightbookers – its former sister firm – the following year.

ALSO... Canadian Affair has enlisted Bell Pottinger Business & Brand to handle its brand, consumer and travel trade PR in the UK.

The Canadian tour operator has appointed the agency on a brief to increase awareness of its flight and holiday programme, which has doubled in capa­city in the past year.

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