Holiday operator Thomson has awarded its 9m media account to MindShare, after a three-way pitch between incumbent BMP Optimum and MediaVest.
The appointment comes after the company awarded its creative account to HHCL & Partners in May. Thomson, which floated in April, is now expected to embark on a campaign to strengthen its brand.
Thomson Holidays’ marketing and commercial director, Shaun Powell, says: “With MindShare and HHCL on board, we intend to talk more about the value of holidays rather than price.
“It’s quite a change for us and reflects a new stage in the evolution of our industry.”
The travel industry is in a period of consolidation, as the major players seek to strengthen their positions. Airtours recently announced the 80.7m acquisition of Direct Holidays, which sells holidays over the telephone. Meanwhile, Thomas Cook has diversified with last month’s launch of Global Services, a 24-hour rescue service for travellers.
Thomson’s flotation earlier in the year provoked an overwhelming response from would-be shareholders, partly as a result of a perks scheme called the Founder’s Club, which offered a ten per cent discount on holidays.