Travel company Amadeus overhauls PR support

Amadeus, the world's largest processor of travel bookings, has undertaken a major review of its PR structure in an attempt to build itself a global profile.

Currently one of the largest listed firms in its home market of Spain, Amadeus is looking to grow its brand on a global scale and reposition itself as an overall travel specialist rather than solely within the air travel sector.

City Agency Powerscourt has been brought in to handle financial PR in the UK with Spanish financial comms specialist Grupo Albion being retained to handle that area in Amadeus' home market.

FTI Consulting originally handled comms for the firm's 2010 float in Madrid but the company have not had an official UK financial comms agency since that date.

Powerscourt picked up the account after an exhaustive pitch process involving numerous PR Agencies spanning several different geographies and business areas.

A further outcome from the process was Kwittken extending its work with the firm with several major corporate b2b accounts. Having previously handled Amadeus' global airline comms, the agency has now picked up rail and hotel comms alongside its airline work. Additionally, Kwittken will handle day-to-day PR in the UK and the US.

Stuart Brocklehurst, group comms director, confirmed the appointments after a global review of the company's PR relationships.

It is understood that the contracts were finalised in late February and the agencies are already engaged on their respective accounts.