Holiday Extras looks for coverage in old media

Holiday Extras, the company best known for selling airport parking and hotel packages to leisure travellers, is to stage a pitch as it seeks to increase coverage in print media.

News & PR manager Helen Gillilan, who is overseeing the process, said: ‘As the company changes and its business becomes more web-based, we are looking for an agency to be our press office and handle press specifically - rather than an agency to handle both press and online, as our current agency does.'

The company, which has headquarters in Kent, has used travel specialist BGB Communications for eight years. BGB has been invited to repitch.

Once the new contract is allocated, online PR and new-media work will be handled by Gillilan's team in-house.

Gillilan added that the company was looking for a London-based travel specialist agency with good contacts in business, trade and consumer travel media. She said the fees were yet to be decided, but that agencies prepared to offer a ‘results-based' pricing structure would be particularly attractive.

She said: ‘We want to ensure the press are always aware of us as the market leader in airport parking and airport hotel packages. Also, the agency needs to promote new products, as we continue to expand into new areas.'

Recently launched Holiday Extras products include London theatre breaks and theme park deals.

BGB director Helen Coop said the agency had yet to decide whether to repitch as it had not yet seen the brief.

But she said the agency would be ‘keen to continue' the relationship with Holiday Extras. She added that BGB had been working successfully on a ‘bonus system' for the company for the past few years.

Holiday Extras was founded by Gerry and Carol Pack in 1983 and went through a management buyout in 2005, when the husband and wife team made £24m by selling a 37 per cent stake to management. Today, the founders retain 47 per cent, while 16 per cent is retained by an emplo­yee benefit trust.

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