The campaign will target women’s consumer magazines, radio stations and travel section editors on national and regional newspapers later this year in a bid to improve the image of coaching holidays with 45 to 60-year-olds.
‘The Wallace Arnold brand is suffering from natural attrition,’ said Brighter PR managing director Steve Dunne. ‘The current client base is getting older and some are dying.’
The popularity of coaching holidays with loyal elderly clients has led to an undeserved stereotyping, Dunne claimed. The agency’s media relations strategy hinges on the idea of a ‘gap year for 45-year-olds’, emphasising the luxurious travelling conditions of modern coaches while highlighting their flexible, ‘backpacking holiday’ possibilities.
As part of the drive to change attitudes, journalists will be invited to travel on board Wallace Arnold coaches to media events and other press trips.
Brighter PR won the account, understood to be worth around £80,000, in a head-to-head battle with BGB & Associates. Marketeer was also in the running at an earlier stage.
Brighter PR has also fought off both BGB and McCluskey International to win the five-figure account to run a rebranding campaign for Warner Holidays, which operates UK short-break vacations and has a similar clientele as Wallace Arnold.
Dunne said he plans to link the two campaigns wherever possible. He will lead both account teams, reporting to Wallace Arnold sales and marketing director Karen Gee and Warner Holidays sales and marketing director Julie Gould.