Travel company Amadeus overhauls PR support

Amadeus, the world's largest processor of travel bookings, has undertaken a major international PR review as the firm looks to build its profile across the globe.

Review: Amadeus wants to broaden its focus from air travel
Review: Amadeus wants to broaden its focus from air travel

One of the 20 largest listed firms in Spain, Amadeus is looking to grow its brand presence outside the company's domestic market.

The company has hired City agency Powerscourt to handle financial media relations in the UK. FTI Consulting had handled comms for the firm's 2010 float in Madrid, but the company is not thought to have had an incumbent UK financial comms agency since that date.

Powerscourt picked up the account after an exhaustive multi-agency pitch process that spanned a number of geographies and business areas.

As part of that process, Kwittken extended its work with the firm to pick up a number of major corporate b2b accounts.

The agency previously handled Amadeus' global airline comms, the business area in which the company is best known, but has now picked up rail and hotel comms alongside this. Additionally, Kwittken will handle day-to-day PR in the UK and the US.

Spanish financial comms specialist Grupo Albion has been retained to handle financial PR in Amadeus' domestic market.

Stuart Brocklehurst, group comms director, confirmed the appointments after a global review of the company's PR agency relationships.

It is understood that the contracts were finalised in late February and the agencies are already engaged on their respective accounts.

Documents seen by PRWeek stated that the company was looking for agency support to reposition itself as a general travel specialist, rather than solely the air travel sector.

The Amadeus RFP did warn the company 'does intend to reduce its total expenditure on PR agencies and will look for proposals which support it in achieving this aim'.

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