Page & Moy in agency talks ahead of summer 2006

Travel brand Page & Moy, which provides escorted tours for the over-50s, is in talks with agencies as part of an overhaul of its entire marketing strategy.

The operator, which sells 'themed itinerary' holidays that are accompanied by tour managers, is to at least double its PR spend as it cranks up its media profile.

It has already called in Richmond-based Communique 360 to handle a rebrand, the fruits of which will appear in early 2006.

The firm wants more mainstream coverage as it promotes excursions to off-the-beaten-track destinations.  It is also seeking to promote its growing long-haul offerings.

Leicester-based head of brand comms Michelle Brown was planning to hold first-stage meetings with around seven agencies this week.
Brown said she wanted an agency on board by the end of November in readiness for the 2006 holiday-booking season.

Page & Moy currently uses the Northamptonshire-based boutique Beacon PR, which has worked for the brand since March and will be asked to repitch for the business. Page & Moy initially approached around a further 15 agencies.

The firm said PR spend would at least double, although budgets are yet to be agreed.

Page & Moy also uses Bristol ad agency Rhythmm. Its contract is not currently under review, said Brown.

Brown joined just four weeks ago from Barclays, for which she was senior marketing manager on a remit targeting the over-50s. At Page & Moy she reports to sales and marketing director Wendy Laurence.

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