Airtours set to finalise review of consumer PR

Tour operating group Airtours is reviewing its six-figure consumer PR account, currently held by Manchester-based Staniforth PR. This follows the company’s decision to place greater emphasis on communication and marketing.

Tour operating group Airtours is reviewing its six-figure consumer

PR account, currently held by Manchester-based Staniforth PR. This

follows the company’s decision to place greater emphasis on

communication and marketing.



Airtours received 26 written applications, shortlistedfive agencies and

is receiving final pitches from two agencies in the next few days -

Staniforth is not one of the final two.



The brief is to build the Airtours brand among consumer audiences. The

selected agency will report to Anita McErlean, who joined the company as

its first communications director last May.



McErlean said: ’Airtours has enjoyed a very good working relationship

with Staniforth over the past 12 years. We feel the time is now right

for a change of direction.’



With about 18 per cent share of the British market, Airtours is the UK’s

second-largest tour operator, owning brands which include Airtours and

Cresta. Airtours also operates retail travel agencies, hotels, holiday

ownership developments, aircraft and cruise ships.



The company registered profits before tax of pounds 25 million for the

three months ending in June, up on the pounds 24 million recorded for

the same period last year. Its third quarter turnover was pounds 735

million, up 28 per cent on 1997.



Airtours retains Brunswick for financial PR. The company is in the

process of reviewing its pounds 8 million advertising account, which is

currently held by Manchester-based Advertising Principles.



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