Opodo picks Promise for £3m global task

Online travel company Opodo has appointed marketing consultancy Promise to a global brand positioning task worth an estimated £3m.

The appointment was made this week after a five-way pitch, and the final contest is believed to have been between Promise and Hooper Galton.

Opodo operates in nine EuropeanÂcountries, and the appointment comes as the travel company seeks to create an international brand across all its markets and reposition itself to take on Ebookers and Travelocity.

“At a time when the battle for customer loyalty is intensifyingÂamongÂtravel providers, the importance ofÂstrongÂbrandsÂhas never been greater,”ÂsaysÂOpodo global marketing director Isabelle Ratinaud.

Promise was set up 18 months ago by Charles Trevail, former chief executive officer of FutureBrand, and consumer psychologist Roy Langmaid. Clients include AOL, GlaxoSmithKline, New Labour and the NHS.

The company was formed by nine European airlines and launched in Germany in NovemberÂ2001.ÂTheÂUK division was created in 2002.

Travel technology company Amadeus took a controlling stake in Opodo in June last year, which it increased to 74 per cent in March (MW March 31).

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