Maja Pawinska Sims 17 Dec 2018 // 8:00AM GMT
LONDON — Fast-growing global travel and lifestyle platform Culture Trip has appointed Frank as its UK PR agency after a five-way competitive pitch process.
The six-figure win is believed to be one of the biggest travel accounts in the UK. The company has previously worked with Four Communications and Freuds-owned Brew PR.
Frank will aim to build the brand in the UK through creative consumer PR campaigns, content creation and amplification, and thought leadership.
The brief also includes corporate profiling of CEO and founder Kris Naudts (a former neuroscientist), CMO Michael Fox (former Facebook marketing director), SVP travel Andy Washington (ex-Expedia and Emirates), and chief product officer Dr Nick Jacobi (ex-Google and Facebook). The company’s communications VP, Mike Harvey, was former head of content at Bite and communications director at Google.
Culture Trip was founded in 2011 and now has 18m users, with 250 staff in London, New York and Tel Aviv. Attracting $80 million in series funding this spring, it was named by Forbes as one of the world’s fastest growing companies, and was recently included in the Sunday Times Fast Track Disruptors to Watch list. It predominantly targets a Millennial audience, with content from around the world including features, videos, photography, illustration and animation.
Culture Trip communications director Stephanie Boyle said: “The team at Frank impressed us with their creativity and deep understanding of our business. We have a number of stories to tell going into 2019 to both B2B and B2C audiences and we are really happy to have selected Frank as our partner on this journey.”
Frank director Melissa Robinson added: “We’re thrilled to be working with Culture Trip and to be part of the brand’s evolving success story. Culture Trip has seen phenomenal growth in recent years and 2019 shows no sign of slowing with an abundance of exciting news and stories planned. We can’t wait to get started.”
Other recent Frank wins include Diet Coke, Rimmel London, and a place on Huawei’s UK consumer agency roster alongside Mischief and W.