Thomson Travel Group has centralised its entire media business into
Mediapolis, landing the agency a further pounds 15 million.
Mediapolis already handles the pounds 7 million Lunn Poly account but
will now take over the pounds 15 million Thomson Holidays and Thomson
Sky Tours contracts.
The two pieces of business were previously handled by Mediapolis’s rival
Marc Mendoza, managing director of Mediapolis, will preside over the
account while it is run on a day-to-day basis by press buying director
Priscilla Rogan and board account director James Smith.
Along with Mendoza, the pair have been looking after the Lunn Poly
account, which Mediapolis has run for 14 years.
Media spend on Lunn Poly goes largely on television and national press
with a smaller portion of the budget being allocated to posters and
Mendoza said it was too early to comment on which media the agency will
use for Thomson Holidays and Thomson Sky Tours.
However, according to MMS figures for the third quarter ending September
1999, MindShare spent pounds 489,000 on the Sky Tours side of the
business and almost pounds 2 million on Overseas Holidays and
Superfamily Holidays. Television was the predominant media, but a chunk
of the budget was ploughed into cinema.
It is believed a portion of spend for the new campaign may also be
allocated to the internet. Thomson recently announced it is planning to
invest pounds 100 million in the net to win back customers lost to
start-up online travel outfits like Lastminute.com and Ebookers.com.
The investment will include a host of separately branded internet sites
selling its own and its competitors’ holidays. The first site is called
First Resort and will go live on 21 March.
Thomson recently reported disappointing sales of holidays for 2000.
Profits were down pounds 123.4 million to pounds 63.2 million.
The move to consolidate media into one agency was overseen by Thomson
Holidays’ acting marketing dir-ector Breffini Walsh, who denied she
would be reviewing the company’s creative agency roster.
The consolidation is part of the company’s plan to operate as a single
Mendoza commented on the win: ’We beat MindShare to pounds 15
million-worth of business, so you could say we’re pretty pleased.’