Total Media secures Cosmos media brief

Total Media has won the consolidated £1m media planning and buying business for holiday company Cosmos (MW April 25).

Total Media has won the consolidated &£1m media planning and buying business for holiday company Cosmos (MW April 25).

The agency will work across Cosmos’ four divisions: Tourama, Cosmosair, Avro and Archers Direct.

Total Media won following a five-way pitch that included the two incumbents, Media Options and John Ayling & Associates, as well as AMD Media and Equinox Communications.

Although the media business consolidation was devised to achieve economies of scale, the company says it has no immediate plans to rationalise its advertising. Four agencies already work across the brands: Hemisphere, RPM3, TSM and Indigo.

Cosmos is privately owned by the Globus Travel Group. It appointed former managing director of JMC Holidays Terry Williamson as managing director in November.

Williamson announced earlier this month that Cosmos will try to boost awareness of the brand among people aged 18to 35-years old. It will also make more of its independent, family-run status in its positioning against the major tour operators.

The company is also overhauling its accommodation to remove all two-star accommodation from next year’s brochures. It will concentrate on the threeand four-star market and is planning to introduce a premium range.

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