The Mark Warner Leisure Group has appointed Banks Hoggins O’Shea to
its pounds 1m advertising account. The agency will be charged with
helping the holiday firm double its bookings over the next five
The account includes national media, direct marketing and data-based
research. The pitch was fought between Banks, incumbent Quintessential
Advertising and the Arc Group of Companies. It had earlier included
Interfocus and Gould & Portmans, which were dropped from the list.
Quintessential held the account for four years and was responsible for
the ’inc’ press and poster campaign which highlighted that extras, such
as water-sports and drinks, are included in the price.
However, with the tour operator aiming to increase bookings from 50,000
to 100,000 over the next five years, it was felt that a larger agency
The company, which specialises in all-inclusive holidays at winter
hotels and chalets, also wants to concentrate on getting new business -
85% of Mark Warner bookings are repeat clients. It also relies heavily
on word of mouth.
’We aim to double our business over the next five years, so we decided
to recruit a more cutting-edge and creative agency.
’We’re aiming at young professionals and think there is a bigger market
out there. At the moment, a lot of people come to us through
recommendation,’ said Nigel Ragg, group marketing manager.
Mark Warner competes with Club Med, which recently appointed Bartle
Bogle Hegarty to its pounds 20m advertising business.