WA Shearings hunts shop for £4m brief

campaignlive.co.uk, Friday, 08 July 2005 11:15AM

WA Shearings, the over-55s holiday company, is looking for an agency to handle its £4 million advertising account.

The company is the result of a merger of two travel companies, Wallace Arnold and Shearings, which deals mainly in coach holidays but offers air travel and self-drive too.

The company is hoping to shake off the old-fashioned image of pensioners' trips to British seaside resorts with a new campaign.

It has approached agencies directly, but no official list has been agreed.

Karen Gee, WA Shearings' sales and marketing director, said: "We are looking for an agency to position and transform the brand and give it a boost at launch."

The £140 million merger took place in March this year. The new WA Shearings brand will launch in September. The merger gives WA Shearings combined sales of £216 million and operating profits of £14 million. Of the 5.5 million people who take coach holidays every year, it now has a 14 per cent share of the market.

Shearings, which is owned by the venture capital company Bridgepoint, sold its 61 per cent share in the merger. 3i, the Wallace Arnold owner, holds 68 per cent, while a management team owns the rest.

This article was first published on campaignlive.co.uk


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