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.
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