SAN FRANCISCO: Online travel company Hipmunk has selected Cohn & Wolfe as its first AOR following a competitive review that began in June.
The company, which was launched in 2010, issued an RFP to find a PR agency to help it gain brand awareness among consumers, said Jacqueline Tanzella, PR director at Hipmunk.
Tanzella said Hipmunk selected Cohn & Wolfe because of its understanding of the brand and knowledge of “PR from every angle.”
“They've been tasked with giving us consumer lifestyle travel coverage,” she explained. “We've seen how much PR moves the needle for searches and unique visitors.”
With a team of three staffers in New York and two in Los Angeles, Cohn & Wolfe plans to engage consumer lifestyle and travel media to help Hipmunk “disrupt the travel industry” and challenge other sites, such as Expedia and Kayak, said Tony Lederer, SVP of the agency's digital media practice.
The brand stands apart from other travel-booking sites because of its options outside of commercial flights and chain hotels, said Tanzella.
“[Hipmunk's] at that point where it's established its product and it's getting initial momentum, so we've been brought on to build the brand and drive sales,” explained Lederer, who is leading the account.
In addition to engaging traditional media, Cohn & Wolfe will help Hipmunk's social media community manager Stephanie Ainza with blogger relations and social media strategies, he said.
The firm is also planning events and activities for Hipmunk in 2013, added Lederer.