Total Media has picked up the pounds 2 million planning and buying
brief for Holiday Autos, the leisure car rental specialist.
The Kensington-based media agency told Media Business that it has been
given the task of raising the profile of Holiday Autos, which has
previously relied on classified and national press advertising.
The main thrust of the advertising campaign will be to encourage
consumers to book their cars direct rather than go through a travel
agency, which is more expensive.
’There will be a range of media, both on- and offline,’ said Total Media
joint managing director Guy Sellers. ’We want to break Holiday Autos out
of classified advertising and turn it into a front-of-mind brand.’
Total Media’s director Annemarie Laverty will head the account, assisted
by account manager Joslyn Darling. Kirsty Hutton, the media agency’s
head of buying, will oversee purchasing for Holiday Autos along with
Andrew Niven, a member of her three-strong team.
Total Media won the account after pitching against Optimedia and the car
rental company’s incumbent media agency Conrad Advertising. Creative
will continue to be handled by Harp Advertising.
Holiday Autos was founded in the UK in 1987. The company now operates in
more than 4,000 locations in 40 countries.
The car rental outfit threatened legal action against its competitor
Autos Abroad at the end of last year, after the latter placed national
press advertisements that aped Holiday Autos ads in both their style and
Total Media’s client line-up includes the internet bookshop
Amazon.co.uk, London Zoo, Ecco Shoes and Budgens. It also specialises in
the books industry, handling media for Books etc, Penguin, Random House,
Bloomsbury, Blackwell’s and Faber & Faber.