Holiday Extras has appointed Leeds-based Lucre to handle PR across all areas of its business, including theatre and theme breaks, airport parking, airport hotels and other airport services.
Holiday Extras held a four-way pitch for the business, involving London-based travel specialists Flagship, McCluskey and incumbent BGB.
Holiday Extras makes arrangements for more than 3.7million airport travellers each year – the campaign will focus on promoting the diversity of the services offered to these travellers based in the UK.
In 2005 the Holiday Extras went through a £43million management buy-out. The management team holds 37 per cent, an employee benefit trust holds 16 per cent and the remainder is held for the benefit of the firm’s original founders, the Pack family.
Helen Gillilan, PR manager at Holiday Extras, said Lucre’s payment-by-results approach was a key factor in the agency’s appointment.