NEW YORK: Topdeck Travel has named London-based Diffusion as its AOR to handle the company’s introduction to the U.S. market.
The firm will build brand awareness in North America through a strategic media relations and social media influencer campaign.
The work will highlight Topdeck Travel’s global expansion and promote it as the best option for travelers age 18 to 30-somethings to experience trips with like-minded individuals.
"Diffusion is tasked with driving increased awareness for Topdeck Travel among mainstream consumer, travel, and millennial U.S. media and social media influencers," says Ivan Ristic, president of Diffusion. "Our creative, integrated campaign will position Topdeck Travel as a fresh, exciting, and easy-to-plan alternative to the current travel offerings on the market."
Diffusion expanded to the U.S. by launching a New York office in fall 2012.
Financial and other details about the account were not released. The firm will highlight the benefits of group travel to Millennials through "high-profile, creative, impactful integrated campaigns," said Ristic.
"Our goal is to reach youth travelers, and we believe Diffusion has the skills, media connections, and creativity necessary to help us do that in a unique and impactful way," said Maria Eilersen, global PR and communications manager of Topdeck Travel.
In December 2014, Topdeck hired Thinkhouse to lead its PR strategy in the UK and build a stronger connection with youth audiences there.
This article was updated to correct Topdeck's target audience to age 18 to 30-somethings.