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
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
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
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.