Expedia.co.uk, the UK’s largest online travel agent, has appointed public relations agency Cake to manage its experiential account for 2007.
The appointment follows the recent acquisition of Expedia’s agency of record, DFGW by PR agency Freud Communications earlier this year (MW April 5).
It is not clear how the appointment will affect Expedia’s business relationship with DFGW.
This is the first time Expedia has hired an experiential agency. The agency has been given the brief to "drive greater awareness and affinity to the Expedia.co.uk brand by amplifying its ‘blue sky’ identity."
Cake is expected to create brand properties in 2007 including an undisclosed high-profile event, which will take place for the first time this summer, and a "branded vehicle" that will give the online travel agency a long-term presence.
The campaign will be run by Cake chief executive Mike Mathieson, account director Jude Forbes and project director Clive Little.
Expedia.co.uk marketing manager James Mooring says: "We want to go beyond traditional advertising and really engage with our consumers. Cake’s inspirational ideas will play a key role in achieving this."
Cake’s chief executive Mike Mathieson adds: "Expedia.co.uk has set out an ambitious plan to drive its business forward over the year. Together we’ll be creating some truly exciting and engaging projects that will strengthen awareness of the Expedia.co.uk brand."
Cake is a privately-owned company that was created in 1999 and employs 65 full-time staff based at the agency in central London. It offers integrated brand solutions across PR, experiential live events, digital and design.