Airtours set to choose Lowes for brand push

Airtours is about to appoint Lowe Howard-Spink to handle its next big brand-building campaign after a pitch against Euro RSCG Wnek Gosper and the incumbent, Advertising Principles.

Airtours is about to appoint Lowe Howard-Spink to handle its next

big brand-building campaign after a pitch against Euro RSCG Wnek Gosper

and the incumbent, Advertising Principles.



Rainey Kelly Campbell Roalfe was also approached to pitch for the

business but, after a credentials meeting with Airtours, did not take

part in the pitch because of a conflict with its client, Virgin

Atlantic.



Matthew Foster, the advertising manager at Airtours, denied that there

had been a result. ’The pitch presentations have happened and we are

still talking to Advertising Principles and Lowe Howard-Spink.’



Foster said the company was discussing the matter internally and

stressed that media, with Advertising Principles, is not part of the

review.



However, it is thought that only Lowes’ branding work is still being

assessed by Airtours. Advertising Principles is expected to retain some

projects for Airtours, which spent around pounds 4 million last year on

advertising (MMS).



Airtours, the UK’s second-largest tour operator, aims to boost its image

with the campaign, which will be launched this month.



The holiday giant has traditionally been viewed as a discount rather

than a premium operation, and has been criticised for selling package

holidays through Teletext that undercut travel agents. Thomson Holidays

is the UK’s largest tour operator.



In March, Airtours signalled its intention to improve long-term customer

relations by launching a loyalty scheme called Freedom.



Last year, Airtours set out to build a higher profile for its brands by

sponsoring the TV travel show, Wish You Were Here, and by linking its

travel agency chain, Going Places, with ITV’s Blind Date.



Advertising Principles won both the creative and media accounts in 1996.



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