Vancouver-based Flight Centre Limited is keeping its media planning and buying business with MediaCom after a four-agency review.
The Vancouver-based travel retailer has around 140 shops and businesses across Canada and spends more than $4 million a year in print, radio and television advertising.
Allison Wallace, director of communications for Flight Centre, said the company does its actual advertising in house. “We still rely heavily on print, which I think would probably surprise some people,” she said. “We do some radio and with certain campaigns we’ll do television, but we are doing a lot online through blogs and social media sites such as Facebook and Twitter.”
Wallace said Flight Centre’s core target demographic for its leisure travel offering ranges from around 25 to 45 and includes young families, while the corporate division targets an older, higher end demographic.
MediaCom has been Flight Centre’s agency of record for the past five years. The review was conducted over six weeks and three rounds.
“What set MediaCom apart from the others is that they were as good or better in all categories of interest and knew our business best,” said Eric Sakawsky, national marketing manager in a news release.
“As one our biggest accounts, we are thrilled to continue to provide strong negotiating skills and in depth industry knowledge to enhance this global brand’s position in Canada,” added Teresa Guarascio, vice president, media director of MediaCom in Vancouver.
