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Amadeus take flight with SPARK THINKING

Amadeus, a leading IT provider for the global travel and tourism industry, have 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 have been contracted by Amadeus for three years. They 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 have a historical relationship with Ashfield Meetings & Events - the parent company of SPARK THINKING - dating back to 2010. In this time Ashfield have provided logistics and production services for over twenty events on three continents.

Amanda Hoffmeister (Head of Events, Amadeus) commented on 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. We have every confidence that they will deliver new ideas and innovative solutions. We see them as a strategic partner that will help us to shape the future of travel through our event and communications activity.’

Luke Flett (Head of Marketing, SPARK THINKING) commented: “It is a significant achievement for SPARK THINKING 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. In this respect SPARK THINKING have a shared approach and philosophy - we both believe in harnessing disruptive forces, staying ahead of the wave of change and identifying new opportunities. For Amadeus we focussed a lot of our thinking for the pitch around three major trends that will be critical to the next generation of travel and the technology that powers it: personalization, connectivity and sustainability. The team here are eager to start developing these ideas into specific and localised event concepts.”

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