a multi-agency pitch, Wavelength Communications, Mumbai, has bagged the creative and media duties for Travel Port, a travel and tourism company. It is learnt that three other agencies were in the race for the business, but their names could not be ascertained. The media spends are pegged at around Rs 3 crore.
Confirming this to agencyfaqs!, Kajori Jain, business development manager, Wavelength Communications, says, "We won the business because of our fresh ideas for the company's domestic and international travel offerings."
Adding to that, Heena JA, COO and founder director, Travel Port, says, "Most of the agencies that pitched for us tried to bring about a 'radical' change in our look, logo, signages and positioning."
"What we appreciated about Wavelength was that instead of trying to be different for the sake of it, it showed us how a slow transformation would benefit us better," she continues. "The agency understood our brand well and helped us strategise how to standardise our look across markets."
Eighty per cent of the media budget will be allocated to print, with the rest of it distributed among outdoor (buses and bus shelters) and below-the-line activities such as promotions at malls and multiplexes. Television, if used at all, will be leveraged after October. The campaign will be a national one.
Travel Port is positioned as a 'family travel agent' in the B2C space and as an 'incentive provider' in the B2B environment. With 65 franchise outlets spanning eight cities, Travel Port offers the complete gamut of travel services. Apart from a conventional pack of services such as air tickets, holiday packages and hotel reservations, the company's travel itinerary includes corporate loyalty management and incentive travel. Travel Port has its headquarters in Mumbai.
© 2006 agencyfaqs!