MADRID--Travel technology giant Amadeus has concluded its global PR review, charging Kwittken & Company with lead duties for its three business areas.
Kwittken, which previously handled the company’s airline unit, adds global responsibility for its rails and hotels businesses. In addition, the firm takes on the US and UK accounts, previously held by CRT/Tanaka and Bite, respectively.
The review, revealed by the Holmes Report earlier this year, is part of an effort by Amadeus to boost awareness of its credentials beyond air travel, which include a growing IT outsourcing business that services airlines, hotels, rail and airports.
In addition, the Spanish company is looking to transcend its European roots, building on its US presence to better position itself as a global business.
Other agencies hired as part of the review include UK city firm Powerscourt, which is charged with UK financial comms. Grupo Albion retains its hold on the Spain business, including investor relations in that market, where Amadeus is listed.
Edelman also retains its hold on Asia-Pacific and Latin America, adding markets in the latter region. Action Global, meanwhile, will continue to service Greece and Cyprus.
The appointments were confirmed by Amadeus group communications director Stuart Brocklehurst, who added that a number of other firms had been retained for smaller markets.
The company reported healthy revenue and profit growth in 2011. While its IT solutions unit is growing faster, the company’s distribution business accounts for around three-quarters of its €2,712m in revenues.