Opodo picks Black Sun to boost European performance

Black Sun, the strategic agency, has been appointed by online travel site Opodo to improve its customer relationship management performance across Europe.

Black Sun’s customer management arm has been tasked with improving Opodo’s customer data management and customer insight capability across four of its nine key European markets – the UK, Germany, France and Italy.

The appointment follows Opodo’s announcement earlier this year that it would reposition itself in the travel market following a research and rebranding project (MW February 16). It is seeking an advertising agency to handle its â¬3m (&£2m) pan-European advertising although it has been working with Karmarama in the UK. It recently developed the “Let the journey begin” campaign that started its repositioning.

The brand is hoping to develop a more “emotional relationship” with its customers after the research found that its users wanted more than just price benefits.

It is understood that Black Sun will support the brand’s shift in focus. Its work will include overhauling existing consumer data, developing customer profiles and segmentation models to drive marketing activity.

Opodo, which is owned by nine of Europe’s airlines, offers access to more than 500 airlines, 65,000 hotels and more than 7,000 car rental locations worldwide.

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