Mark Warner hands Banks ad job

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 years.

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

years.



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

was needed.



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.



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