Circus and Soul win brief to re-evaluate Mark Warner brand

Mark Warner, the all-inclusive holiday company, has hired Circus and Soul to work on its brand positioning and to hone its communications strategy before the end of the year.

Circus will work on the company's brand strategy and planning, with Soul using the findings to roll out a creative campaign before the end of the year. The two pitched against an initial list of ten agencies, with the company holding further consultations with Mother and BMP DDB before making its decision.

Mark Warner's marketing director, Nigel Ragg, opened the pitch to help it shed its expensive, family only image. The company, which has not run any significant advertising activity for the past two years since Banks Hoggins O'Shea/FCB held the account, is looking to double its number of holiday bookings to 100,000 per year by 2006. Ragg also wants to communicate that 40 per cent of bookings come from single people and couples. The company has signed agreements with various travel agency groups as it attempts to raise awareness in the trade.

Katherine Atkin, a partner at Circus, said Mark Warner's success in the marketplace was built on consistent brand experience and behaviour, but it had ambitious plans for the future.

"It was looking for a partner to work with it to strengthen its brand position and develop a ground-breaking creative campaign, she said.

Soul's creative partner, Bruce Crouch, added: "Mark Warner is a prestige brand with an exciting future."

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