DFGW nabs pounds 6m account to rebrand Airtours' retail arm

Duckworth Finn Grubb Waters has scooped the pounds 6 million

rebranding task for the travel company Airtours' retail travel agent


The agency beat Delaney Lund Knox Warren & Partners and BDH/TBWA in the

review. The incumbent agency, Clear Marketing Communications, did not

pitch. The review was instigated by Airtours' marketing director for UK

retail distribution, Tim Marsden, one month after his appointment.

Marsden was hired following a management restructure that saw the

redundancy of David Chambers, the marketing director of Airtours' retail

brand, Going Places, as well as six other key executives.

Marsden's remit was to use the pounds 6 million marketing budget to

oversee a revamping of all Airtours' high-street retail operations,

which, apart from Going Places, includes Travel World, Holiday World and

the telesales division Holidayline.

Along with the management restructure came news from the new Airtours

managing director, Dave Harris, that 120 of its 840 high-street stores

would be closed.

It is thought that DFGW will be working to unify Airtours' high-street

presence with the creation of one brand.

Marsden has said recently that the company needed to have a "fresh

perspective and creative approach" to differentiate itself on the high


The rebranding exercise follows Airtours' three-year deal with Teletext

to distribute through Teletext services and start developing the

capability to sell holidays through digital television, the internet and

wireless technology.