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.

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