Holiday Autos hires Consolidated

Car-rental firm Holiday Autos has hired Consolidated Communications to boost its consumer profile ahead of the summer holiday season.

The firm, which claims to be the world's largest leisure car- rental firm with 4,000 locations worldwide, has appointed the agency in place of incumbent BGB & Associates.

Seven agencies are understood to have pitched for the account, believed to be worth six-figure fees.

Holiday Autos marketing director Jo Pyshom said the change in PR agency comes as part of a concerted effort to increase the consumer profile of the brand: 'Holiday Autos has a 15-year heritage within the travel trade but is a relatively unknown brand within the consumer area. We aim to boost our focus here,' she said.

The agency will commence work promoting Holiday Autos' 'Re-inventing car renting' above-the-line ad campaign, as part of the drive to increase the brand's mainstream profile during the next 12 months.

Consolidated partner Katie Hatfield heads the account team, reporting to Pyshom. The agency will handle consumer and corporate work for the brand, as well as dealing with the travel press.

Consolidated handled PR for rival car-rental firm Avis UK for five years, resigning the account two years ago (PRWeek, 18 February 2000).

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