As part of this new partnership, FCB’s San Francisco office, FCB West, will be responsible for Hotwire’s creative, including brand repositioning and strategy, concept development and integrated campaign execution.
Minneapolis-based Fallon is tasked with overseeing and managing the online travel brand's paid media efforts across multiple channels. Tthe Los Angeles-based team of Citizen Relations will develop and deploy the creative communications strategies and integrated messaging across the brand's media, consumer and influencer projects.
Seeking an agency partner to help them reinvigorate their brand and regain market share among an extremely saturated competitive market, Hotwire conducted a competitive review that started late last year.
Hotwire's ad budget has averaged around $15 million down significantly from 2003's $40 million budget.