Four bgb lands comms portfolio for over-50s holiday operator All Leisure

All Leisure Group, the holiday operator for the 50-plus market, has consolidated its six-figure travel portfolio into Four bgb, following a competitive pitch.

Holiday hotspots: the portfolio includes escorted tour brands and cruise lines
Holiday hotspots: the portfolio includes escorted tour brands and cruise lines

The agency, which specialises in travel brands, will be responsible for raising All Leisure Group’s profile within the travel trade.

From 1 July the agency will also run consumer campaigns for all five of the company’s holiday brands, comprising escorted tour brands Travelsphere and JustYou, and the cruise lines Swan Hellenic, Hebridean Island Cruises and Voyages of Discovery.

The pitch follows All Leisure Group’s acquisition of Page&Moy Travel Group last year. Four bgb has worked on this account for the past two years, as well as All Leisure’s escorted tour brands. PR for the three cruise lines was previously handled by Siren Communications.

Debbie Hindle, Four bgb’s MD, will lead the account, reporting directly to Andrew Dufty, group marketing director at All Leisure Group.

The aim is to raise awareness of each brand in the different sectors in which they compete, while projecting a holistic offering for the corporate group.

Dufty said he was keen to consolidate the business into one shop as it ‘didn’t make sense’ to have a number of agencies working across the portfolio.

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