MEC Manchester scoops £4m Shearings media business

LONDON - Shearings Group, the hotels and holidays operator, has appointed Mediaedge:cia Manchester to its consolidated £4 million media planning and buying account.

Shearings…hired MEC Manchester
Shearings…hired MEC Manchester

The agency won the business after a four-way pitch against undisclosed agencies. The account covers all offline media and online display, and excludes recruitment media, search and affiliates.

Shearings tour operator, a specialist for the over-fifties, trades under the Shearings Holidays, National Holidays and Caledonian Travel brands, while Shearings hotels trades under the Bay and Coast & Country brands.

The holidays portion of the business was previously split between MediaVest Leeds, Arcadia and the Scottish agency Levy McCallum.

Marc Sangster, the marketing director of Shearings Group, which ran the pitch, said: "MEC has a key role to play as part of our transformation into a leading leisure hotels and holidays group."