Travel firm TUI has appointed Ogilvy PR to support the nationwide communications for its flagship British brands First Choice and Marella Cruises following a competitive pitch process.
The move closes a four-month pitching process, in which Ogilvy PR fought off competition from three rival agencies, setting itself out as the standout candidate.
The London agency will now leverage its behavioural science, influencer and social specialism offerings to help amplify First Choice and Marella’s communications.
Having secured the account, Ogilvy PR will now be tasked with building impactful long-term strategies and creative, attention grabbing earned first activations.
“From the minute this brief landed to finding out we’d been successful, the TUI team ran a stand-out pitch process and we wanted to win this dream brief from the outset!” Ogilvy PR MD, Nicola Dodd said.
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“Shifting stubborn attitudes by showing the potential of brands is what gives us our creative spark – and this is exactly what we have been briefed to do. The team are already getting stuck in, and we are excited to build on the strength of these already brilliant brands help shape their stories and build their brand propositions to entirely new audiences.”
There will be a focus on drawing in younger customers for the firm’s First Choice brand and Gen X for Marella Cruises.
TUI UK and Ireland head of markets communications, Amy Dowling added: “Following impressive performances from all agencies throughout the pitch, we are confident that Ogilvy PR’s talent and breadth of specialisms will deliver strong strategic thinking and innovative creative against two very different briefs.
“We were impressed from the start at how Ogilvy interrogated the briefs and tried to understand the brands and their distinct audiences. We’re looking forward to getting some exciting plans off the ground and making noise for two exceptional travel brands”
