Total Media lands pounds 2m Holiday Autos account

Total Media has picked up the pounds 2 million planning and buying brief for Holiday Autos, the leisure car rental specialist.

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

colours.



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.



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