EasyGroup hands Wheel online brief

EasyGroup has appointed the digital agency Wheel to handle European online media planning and buying for its car-hire website easycar.com.

Wheel won the account after a four-way pitch against undisclosed agencies. The incumbent was PHD.

Around 60 per cent of easycar.com's marketing spend will be used online.

A company spokesman declined to give a budget figure, but the site has spent between £2 million and £5 million a year on marketing in recent years.

Wheel's media director, Caroline McGuckian, said the agency won with a proposal showing how it could generate 70 per cent of bookings via online marketing.

Wheel's initial focus will be on targeting outbound hires - UK tourists looking to hire a car overseas. The next stage of marketing, which the agency has planned for the first quarter of next year, will target inbound travellers.