Sojern shortlists candidates in RFP process

OMAHA, NE: Sojern has shortlisted five candidates to provide PR, branding, communications, and media support for its digital advertising solutions targeted at travelers.

OMAHA, NE: Sojern has shortlisted five candidates to provide PR, branding, communications, and media support for its digital advertising solutions targeted at travelers.

“We have a new CEO Mark Rabe from Yahoo! who joined about seven or eight weeks ago, and he's come to us with lots of new growth ideas,” said Susan Booth, director of marketing for Sojern, an airline and travel marketing firm. “Given we are in a new phase of our business in terms of our growth and all the changes, we felt it was time to bring on a new PR agency.”

The agency will help Sojern launch a new product this fall, as well as help communicate new partnerships, product enhancements, and other business developments, Booth told PRWeek.

Sojern said it also hopes to raise awareness of the brand to “prospective customers, competitors, trade and business media, industry analysts, and other key constituents,” according to the RFP seen by PRWeek.

Booth said she solicited proposals from five candidates, a mix of agencies and independent consultants, determined by research and recommendations made by colleagues. She plans to cull the list to two finalists next week.

The final decision will be made after presentations, likely to take place the week of June 28th. “We will take a look at what kind of great ideas they bring to the table, and consider that with their experience and the recommendations we've also received,” she said. “We plan to launch with a new agency in place after the fourth of July weekend.”

Sojern has not worked with a PR firm since 2008, when it hired the Austin office of Porter Novelli for its initial product launch. After that, PR and advertising duties have mostly been executed in-house, Booth added.

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