Experienced traveller, bearing gifts, visits WTM
10 November 2008
Above: one of David Ogilvy’s famous 1958 ads for Puerto Rico
Ogilvy Group UK this week becomes the first company of its kind to have a presence at the travel industry’s leading trade fair, World Travel Market, which takes place at London’s Excel Centre from 10th to 13th November.
The agency - whose list of travel clients currently includes British Airways, South African Tourism, Embratur (Brazil), Aeroflot, ProChile, Sol Melia and American Express - will be at the fair throughout its duration and will be offering a unique incentive to visitors to its stand – a free 360° brand consultation day.
The consultation, which can be won via a prize draw, will be held in 2009 and be led by Rory Sutherland, Ogilvy’s vice-chairman and an acclaimed expert in branding. Senior members of all the appropriate Ogilvy Group disciplines will also be on hand to ensure a fully-integrated consultation. A day’s consultancy of this sort is potentially worth tens of thousands of pounds to a client.
Gary Leih, chairman and CEO of Ogilvy Group UK, says: “Travel is in our blood. Ogilvy was a pioneer in developing and marketing travel brands. David Ogilvy put Puerto Rico on the map with an acclaimed ad campaign, creation of cultural festivals and encouraged inward investment that changed perceptions of the island.
“He also did memorable campaigns for Visit Britain and French Tourism which are among the very best ads ever created. He believed in the ‘Big Ideal’ and the primary importance of creative communication and this is still very much the case with us today.
“In a recession, travel and travel-related brands have to re-think the way they connect with customers, consumers and the trade. They need to make sure they’re saying the right thing, in the right place, at the right time to the right people. It’s vital that communications disciplines are used to maximum effect and that every channel is used. It is a time to be inventive and experiment with creative ideas, messages and approaches. That’s why we’re here this week.”
For a short film on Ogilvy’s travel experience, click on the YouTube link below:
[youtube:http://www.youtube.com/watch?v=uJAUO-yw_8U]
