Thomson Holidays has shortlisted three media agencies to pitch for
its pounds 9m media account as it gears up for a new strategic
MindShare, MediaVest and the incumbent, BMP Optimum, will battle for the
right to work with HHCL & Partners, which won the creative account in
The successful agency will be responsible for helping Thomson re-educate
consumers about the role of their annual holiday.
Traditionally, the market has been price-led and major players have
struggled to build brands.
Shaun Powell, Thomson’s marketing director, said: ’A holiday is a huge
emotional purchase, but the consumer rationale is to switch on to price
at the last moment. For the sake of another pounds 10 or pounds 20 they
could be throwing away the most important two weeks of the year.
’Consumers need to be reminded of the fundamental importance of