Charge card Diners Club International is hunting for a PR agency to help
it woo more business travellers.
The company, which is continuing to use its existing firm Affinity
Consulting to support its current BA Diners Club Card ad campaign, has
spoken to several agencies.
Sally Hedgecoe, Diners Club communications editor, said the firm was
looking for a medium-sized corporate and financial agency to reflect a
corporate refocus, away from the travel press, towards financial
services and business media.
‘It is important for us to talk to financial directors and travel-buying
managers of large companies, which is where our current business lies,’
she said. ‘We are very happy with Affinity but their strength lies in
Hedgecoe said Diners Club was not likely to hold a pitch until around
February, when the contract with Affinity - which has handled the
business for two years - expires.
She added that the change was not linked to the departure of the
company’s former head of PR, Helen Oakeley, who left earlier this year
to go freelance. Hedgecoe herself has assumed day-to-day responsibility
for PR, under newly appointed marketing director Debbie Green.
Affinity director Ken Allsopp said that, due to Diners Club’s refocus
and to the changes in its communications staffing, he had not been
surprised by the agency review. ‘We are all still friends,’ he stressed.
Launched in 1950, Diners Club was the world’s first charge card. It has
eight million holders worldwide and is accepted in 175 countries.