ATPI Direct - launching a new brand
For the ATPI Group, a global leader in travel management, Siren Comms was briefed to manage the global announcement of a new brand in the marketplace, Direct ATPI Global Travel. The new organisation was created together with Direct Travel to offer a new proposition for those mid-market clients that require a more scalable, flexible travel management service.
The announcement had to deliver coverage in core travel trade media with additional activity to support the brand’s first introduction to Europe at London’s Business Travel Show
Our team worked in close collaboration with the ATPI in-house marketing team to develop media materials that clearly communicated the new offer which were then syndicated to key travel trade media globally.
Siren Comms then developed an interview programme for key representatives to ensure coverage in key titles was secured and prior to and following attendance at the Business Travel Show in addition to media briefings with top tier media at the show to maintain the momentum of coverage and interest following the initial announcement
Following the initial announcement Siren generated coverage in top tier travel trade media in the UK, US and globally
This was followed by interviews in two of the UK’s leading business travel trade publications for the ATPI and Direct Travel key personnel to support attendance at the Business Travel Show