New chief to review ebookers marketing

Ebookers, the online and high street travel agent, is reviewing its marketing strategy under newly appointed managing director Ciaran Lally.

Lally was promoted two weeks ago to head the company’s UK and Ireland operations. He has since decided to review all marketing activity, but says the main agency relationships will not be affected. As a result, direct marketing spend will be slashed and the balance will be moved to online marketing.

Ebookers has used several direct marketing agencies, including Thirst. Its online agencies include WDMP, TradeDoubler and Guava.

Lally says that the company is also considering running television, radio and outdoor activity, and if this goes ahead the marketing budget is likely to increase.

The company has recently seen several people leave its marketing department, including direct marketing chief Deirdre O’Reilly and Jo Button, who was in charge of e-mail marketing. Neither will be directly replaced.

The review should be completed in time for the next big ad push for the travel industry, at the end of the summer.

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