The Travel Channel to boost image with help from McCanns

The Travel Channel, the Landmark-owned cable TV station, has picked McCann-Erickson to boost its profile with cable operators and potential viewers.

The Travel Channel, the Landmark-owned cable TV station, has picked

McCann-Erickson to boost its profile with cable operators and potential

viewers.



The initial appointment is for a two-month strategic project, although

the station’s executives said this week they were hopeful it would

evolve into a long-term relationship and above-the-line work.



McCanns was chosen after a pitch against two other undisclosed

agencies.



Amy Smith, the McCanns marketing director, said: ’We were able to show

the channel a lot of our research in the travel and leisure areas.’



The Travel Channel broadcasts from midday to midnight to the UK,

Scandinavia, Holland, Central and Eastern Europe, Portugal and Africa.

It is available to three million homes but operates in a competitive

market and needs to ensure its deals with cable operators continue as

they come up for renewal.