Amadeus appoints Spark Thinking to roster

IT provider for the travel industry Amadeus has appointed Spark Thinking to their full service event agency roster.
The tender process was initiated in 2014 and concluded with the appointment of two agencies this January.
Spark Thinking, a creative sub-brand of Ashfield Meetings & Events, has been contracted by Amadeus for three years and will support the Amadeus Global Events Team based in Nice (France) and at their headquarters in Madrid (Spain) to deliver their global event activity through offices in the UK, US and Germany.
Amadeus has worked with Ashfield Meetings & Events since 2010, with the Leicestershire-based agency providing logistics and production services for over 20 events on three continents.
Head of events at Amadeus, Amanda Hoffmeister, said of the appointment: “The positioning of Spark Thinking’s tender response aligned tried and tested logistical delivery expertise with exploratory and disruptive capabilities. It was exactly what we were looking for in an agency and matches the fast paced innovation and change that is driving the evolution of the travel industry. It seems we no longer track industry changes by looking at the calendar, but instead by looking at our watches. We felt Spark Thinking understood these external influences that are impacting our industry and were fully connected to our brand positioning and strategy.”
Luke Flett,  head of marketing at Spark Thinking, said: “It is a significant achievement to have been appointed by a prestigious, market-leading brand such as Amadeus. They are a forward-thinking business who are pleased to develop genuine partnerships with their agencies where they encourage the status quo to be challenged.”
Flett said that his team’s pitch for Amadeus focussed around three major trends that will be critical to the next generation of travel and the technology that powers it: personalisation, connectivity and sustainability. “The team here are eager to start developing these ideas into specific and localised event concepts,” he said.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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