information technology

Travelflex
A UK developer of mid and back office management systems for travel agents.

Campaign
To promote its new product Discovery8.

Timescale
April 1999 – February 2001.

Fee basis
Initial retainer.

Objectives
To maintain a media watching brief and gain widespread trade exposure for the new UK-developed mid and back office management system for travel agencies.

Strategy and plan
Besides launching the new management system to key media, JSPR activity concentrated on supporting Travelflex’s presence at travel trade exhibitions. Speaker platform opportunities were exploited to establish immediate credibility for a new entrant. As enhancements and new products were developed, such as a new fully Web-enabled Internet reporting system, these were publicised.

Measurement and evaluation
System reports appeared in the travel trade media and Travelflex received publicity at exhibitions, such as Business Travel, attended by its core prospective client base.

Results
Travelflex gained a good foothold in the market with a strong portfolio of travel agency clients. The company was a member of The Travel Technology Initiative.

Travelcom International
A start-up travel software provider.

Campaign
To launch a new start-up company in the travel IT sector. At the same time, to launch its new product – an interactive total travel and expense management software and communications system called Empower 21.

Timescale
October 1997 – February 1998.

Fee basis
Part of initial retainer.

Objectives
To secure an immediate presence in a relatively new sector dominated by big US corporations such as American Express, Microsoft and Sabre.

Strategy and plan
First, in order to maintain on-going funding during final product development and attract new investment, JSPR prepared an evening presentation for existing investors and suppliers, plus prospective venture capitalists. Two weeks later, JSPR organised a lunchtime press launch within private rooms at Le Gavroche attended by selected travel, computer, finance and purchasing media. Next, JSPR arranged follow-up feature stories in key media. PR activity then concentrated on the run-up to the company’s first public appearance at Business Travel 98.

Measurement and evaluation
Travelcom International gained major exposure in relevant media including TTG UK & Ireland, Travel Weekly, Business Travel World, Executive Travel, Supply Management, Accountancy Age and Computers and Finance. Follow-up feature coverage included Travel Weekly, Business Travel News in the USA and the International Herald Tribune. The company was even featured on BBC1 Business Breakfast during Business Travel 98.

Results
Travelcom International subsequently changed its name to the Empower Corporation and JSPR launched a new web-based on-line travel booking service offering comprehensive expense management processing and reporting. Management consultant, Sean Roberts commented: “Several start-up IT companies, with which I have been involved, have greatly benefited from the expert PR support provided by the JSPR team.”