Hotels.com has named Olson Engage — which will operate as ICF Next come January — as its North American PR agency of record, the latest move by the booking giant to switch up its agency partners.
Olson Engage won the business in a competitive review, assuming the AOR role H+K Strategies has had since 2016. Olson Engage is the PR, social media and experiential division of ICF Olson.
The agency is charged with helping Hotels.com stand out in the increasingly crowded travel space by highlighting the brand’s irreverent persona. Earned media initiatives and collaborating with members of Hotel.com’s integrated agency team are parts of the remit.
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