MEDIA: Thomson seeks agency for pounds 9m strategic drive

Thomson Holidays has shortlisted three media agencies to pitch for

its pounds 9m media account as it gears up for a new strategic

drive.

MindShare, MediaVest and the incumbent, BMP Optimum, will battle for the

right to work with HHCL & Partners, which won the creative account in

May.

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

holidays.’

This article was first published on Marketing