The Travel Corporation has appointed data-meets-media agency Bohemia to handle its media.
Bohemia came out on top of a curious field of contenders that included creative agencies Oddfellows and Affinity, and media agency Carat to land the strategy, planning, buying and digital buying account. The incumbent was 303Lowe.
The Travel Corporation owns Contiki, Trafalgar, Insight Vacations, Creative Holidays, AAT Kings and Uniworld boutique river cruises.
The contract is awarded for three years, starting from 1 February next year. The advertiser said the business is worth “in excess of $7m”.
The Travel Corporation Australia’s CEO John Weeks said: “We reviewed a great selection of agencies and were presented with a raft of impressive ideas. After careful consideration, we have selected Bohemia to work with us across all brands, and we look forward to engaging with them in the near future. I would also like to take this opportunity to thank 303Lowe for their valued partnership during the past six years.”
Brett Dawson, founder and managing partner of Bohemia added: “We are excited by the opportunity to work alongside The Travel Corporation and its great group of brands. Travel is such an exciting and dynamic category, complete with an engaged purchase process, plenty of content creation and wonderful long-lasting memories. Our lead communications agency remit will allow us to deliver superior marketing outcomes through the marriage of the art of strategy with the science of direct response”.
The appointment marks another impressive win for Bohemia, which has just celebrated its first birthday. The agency, which was launched by former Ikon executives Brett Dawson and Chris Christofi in October 2011, has recently picked up the strategy account of Vodafone and Aspen Pharmaceuticals.
The news comes just over a week after Trafalgar appointed newly rebranded DT to handle its digital advertising activity.