Direct: Monarch in rethink of £5m ad business

The budget airline currently spends the bulk of its budget on below-the-line work. Its reconfigured account will span direct response, outdoor, radio and online. Monarch currently works with Milton Bayer and Stream for on- and offline marketing respectively, and both agencies will be invited to repitch.

The airline has already approached a number of marketing services agencies, and an appointment is expected to be made by the end of the month. The review will not affect Monarch's incumbent media agency, Carat, or Cheeze, which handles its online pay-per-click media buying account.

The review follows the arrival at Monarch in February of former easyJet business development director Liz Savage, who became managing director for scheduled flights. She also has marketing duties and is responsible for flymonarch.com.

Earlier this year, Monarch promoted its Ibiza flight service through a marketing partnership with Ministry of Sound spin-off clubbing brand Hed Kandi (Marketing, 4 April).

The partnership, which used the strapline 'flyfabulousflymonarchflykandi', involved 'Flykandi'-themed club nights featuring rooms decked out as Monarch-branded 'flight departure lounges'.

This article was first published on Marketing