Travel firm in trawl for fresh assistance

Seven agencies from the technology, corporate and travel sectors are fighting it out for a major account with travel software company Amadeus.

The company, the biggest processor of travel bookings in the world, is reviewing its PR arrangements after six years with FD. It is understood the UK account is worth around £90,000 per year in fees.

Amadeus provides e-commerce and data management technology services to airlines, travel agencies and hotels.

The company is best known for its system of booking travel tickets but is looking to develop its reputation as a technology expert.

Amadeus is working on data management systems for major airlines and has recently entered into a partnership with Quantas to run its departure control system. 'We're trying to get to the point where travel companies think of us as an IT company,' said Daniel Greaves, international media relations manager at Amadeus.

He said this change of focus had prompted the company to consider using a technology PR specialist for the first time.

Amadeus will continue to target the UK travel trade media but also hopes to gain more coverage in the business pages of the national press.

Greaves said Amadeus would be making a decision on its UK PR agency in the next few months. The firm will continue to use London-based Clarke Mulder Purdie for global PR.

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