Mark Warner shifts promotion budget for online focus

LONDON - All-inclusive holiday operator Mark Warner is shifting about half its £1.2m promotional budget to the internet.

The decision reflects the growing use of the web for holiday research and bookings. According to marketing director Nigel Ragg, 50% of calls to Mark Warner's call centre now result from the telephone number advertised on its website.

The company will launch an online booking service in November.

In previous years Mark Warner has spent most of its promotional budget on national press advertising. It will still use the medium, but will reduce the size and frequency of ads.

The strapline "As active as you want to be" will be retained from an outdoor campaign from early 2003.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More