NEW YORK — The discount travel site Hotwire is taking a multi-agency approach to its next big marketing initiative, tapping three partners — Citizen Relations, FCB West and Fallon — to handle a fully integrated campaign set to roll out this summer.

Each of the three agencies will focus on specific areas of the new campaign, working with Hotwire’s in-house team in furthering the vision, voice and disruption the brand is looking to bring this year, firms said.

Citizen Relations’ L.A. office is charged with the communications and public relations component of the campaign, including developing and deploying the creative communications strategies and integrated messaging across the brand’s media, consumer and influencer targets.

San Francisco-based FCB West will be responsible for the brand’s strategy and creative development. Fallon, a Minneapolis agency, will oversee and manage the brand’s paid media efforts across multiple channels.

“This is going to be an exciting year for the brand and we’ve found a team of creative partners that not only share in our vision but in our passion for the product and what it means to our customers,” said Melissa Postier, Hotwire’s director of brand, PR and social.

The agencies won the business through a competitive PR, creative and media review process, which took place from late 2017 through early March. The review and agency selection comes as Hotwire, which was one of the first discount travel sites, seeks to further its growth in the competitive online travel industry.

Hotwire, which was launched in 2000 and now owned by Expedia, has worked with a number of agencies over time, including Porter Novelli, with handled the site's PR last year.