Web Liquid, set up last November by David Shiell and Alain Portmann -- both of whom oversaw the Hilton account during their time at iTraffic -- is to help Hilton meet its objective of driving 20% of its sales through Hilton-branded sites by 2007.
The agency will focus on developing Hilton's presence on the web -- through search engine marketing and partnerships with hotel aggregator sites and portals -- as well as site performance issues and online advertising campaigns. It has already worked on a campaign to drive UK users to Hilton hotels in the US; a UK summer sales push; and a project for Hilton in Japan.
However, the appointment comes after iTraffic resigned the Hilton account last month after just one year, citing problems with Hilton's "commitment" to interactive marketing. "We feel the time is right for [Hilton International] to identify a smaller agency who would be better placed to meet its needs," it said in a statement at the time.
Shiell said the new appointment would see Web Liquid become more deeply involved with broader aspects of digital marketing. He said: "Itraffic really was just doing online advertising campaigns for them. But for a hotel brand, online is also a distribution platform. We'll be working on its distribution strategy, as well as online marketing.
"I personally believe that Hilton is an extremely powerful client that needs a strategic focus on the web."
Jerome Wise, director of channel marketing, said: "We are extremely happy to have Web Liquid help deliver our online marketing objectives. We welcome it sdepth of knowledge and experience, together with its pragmatic and flexible approach."
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