M Booth, which began work last month as Frommer's AOR, is focusing on promoting the publisher's non-traditional initiatives, including its iPhone and iPod Touch application travel guides released in August, said Brad Laney, M Booth SVP. The agency is also promoting the company's partnership with Borders, which has placed Frommer's content on kiosks within its bookstores, Laney added.
“Everyone knows Frommer's for the travel content, certainly for the print guides in particular and also Frommers.com… but our focus will be to showcase that Frommer's is an innovator in how they are delivering that content to consumers and also helping their business partners to do so,” he said. “They want to provide travel content wherever and whenever [consumers] are looking for it.”
Earlier this month, Frommer's also announced a partnership with Aircell, an airborne communications firm, to deliver travel-related content to passengers aboard American Airlines flights. The in-flight content includes travel guides, weather forecasts, and event information for cities including New York, Los Angeles, San Francisco, and Miami.
Booth immediately began work for Frommer's on September 1 upon winning an RFP process that began in August, said Laney. A Wiley representative could not be reached for comment, and Laney declined to disclose the budget or other account agreement details.