CHICAGO — has named Olson Engage — which will operate as ICF Next come January — as its North American PR agency of record, the latest move by the booking giant to switch up its agency partners.

Olson Engage won the business in a competitive review, assuming the AOR role H+K Strategies has had since 2016.       

The agency is charged with helping stand out in the increasingly crowded travel space by highlighting the brand’s irreverent persona. Earned media initiatives and collaborating with members of’s integrated agency team are parts of the remit.

Hiring Olson is the latest in a series of recent changes has made to its agency partnerships.

In March, the company consolidated its $175m North American media business with MediaCom after a competitive review. A year before that, the site consolidated EMEA consumer PR duties with Cohn & Wolfe (now Burson Cohn & Wolfe), following a competitive review that covered 15 markets in the region.

The move also comes as Olson Engage preps for change. In January, parent company ICF will be combining all its agencies under one brand, ICF Next.