Travel technology provider Amadeus is set to sharpen its focus on digital communication, after handing its six-figure UK PR account to Bite PR.
The company, the biggest processor of travel bookings in the world, selected Bite after a seven-way review that ousted six-year incumbent FD.
'We'd gone into the pitch with core media relations at the front of our mind,' said Amadeus international media relations manager Daniel Greaves. 'During the process, it became clear there were things we could be doing in terms of new media and digital channels that could benefit communications with customers.'
Greaves added an improved focus on digital would enable the company to better target the media and end-users.
Bite secured the account following a final-round shootout against Trimedia and Lewis PR.
Greaves also noted that Amadeus' overall aim of developing its reputation as a tech expert would remain. 'It's important people associate us with being a tech company,' said Greaves. 'The objective is to present the full range of tech services we offer.'
Before diversifying its offering to include a range of tech services, Amadeus was best known for its system of booking travel tickets.
The account will be led by Bite director Nick Rappolt, in conjunction with Greaves and Amadeus UK marketing director Elaine Seeto.
'Bite will ensure Amadeus retains its comms leadership by implementing an integrated digital strategy that complements existing media relations,' said Rappolt.
Amadeus will continue to retain London's ClarkeMulderPurdie Communications for global thought leadership campaigns.