Arun Sudhaman 19 Apr 2017 // 11:39AM GMT
LONDON — Hotels.com has consolidated EMEA consumer PR duties with Cohn & Wolfe, following a competitive review that covered 15 markets in the region.
The WPP PR firm takes charge of a brief worth an estimated €750k, in the process displacing the Expedia-owned company's various local market incumbents. In the UK that includes Frank, which has held the business since 2010.
In addition to the UK, the brief covers France, Spain, Netherlands, Sweden, Denmark, France, Poland, Russia, Turkey, Germany, Italy, UAE and Saudi Arabia. The firm is expected to focus on building a consistent positioning for Hotels.com around its 'obvious choice' messaging.
Hotels.com declined to comment on the development, but Cohn & Wolfe confirmed the appointment.
"Hotels.com is the jewel in the crown of online travel and we’re excited to have the opportunity to bring their rich story to life across multiple markets," said Cohn & Wolfe UK consumer marketing MD Tom Malcolm. "As a pioneer in hotel bookings, the brand is well placed to be the authentic voice on international travel trends and our campaign will communicate the way in which the brand will continue to innovate in ways that genuinely improve the customer’s experience."