Exposure loses out as Travelocity appoints Shine

Travelocity has dropped Exposure just months after appointing the agency, in favour of one it had pitched against, Shine Communications.

The online firm handed Exposure a brief in December (PRWeek, 9 January) to produce a campaign, incorporating guerrilla marketing, to support its ‘hello world’ ads featuring Alan Whicker. But Shine’s hire signals a shift in PR tactics.

‘Exposure was told to create some noise. We’ll go a bit deeper now that people know the brand, and give them reasons to use Travelocity,’ said Shine account director Jodie Turner.

Travelocity marketing manager Cheryl Simpson said the PR strategy is ‘all up in the air right now, we don’t have anything on the table’, but added that it had not considered extending Exposure’s involvement beyond the ‘hello world’ launch project.

Meanwhile, non-executive chairman and former Lexis PR founder and CEO Bill Jones has stepped in as acting Shine MD for Rachel Bell, who is going on maternity leave.

l Imperial Tobacco has hired Exposure to handle media relations and events for Rizla, after a review that began last year.

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