Travelodge reviews £4m advertising account

Hotel company Travelodge is reviewing its £4m advertising account, held by Euro RSCG, in the wake of a rebranding exercise earlier this year.

Hotel company Travelodge is reviewing its &£4m advertising account, held by Euro RSCG, in the wake of a rebranding exercise earlier this year.

The budget hotel company also plans to boost its marketing spend by as much as a third over the next year.

The review, which will be overseen by Travelodge sales and marketing director Guy Parsons and director of brand marketing Alistair Buckle, is being handled by Agency Assessments. Euro RSCG is thought to have been invited to repitch for the business.

Travelodge, which has more than 275 hotels across the country, was bought by venture capital group Permira in 2003. Buckle, a former easyJet head of marketing, joined the company in January, shortly before the brand revamp was undertaken by Corporate Edge. Since then Travelodge has remodelled its pricing policy to reflect those of the budget airlines.

Parsons, former managing director of TGI Friday’s, has been with the company since July 2004.

Euro RSCG gained the account as a result of acquiring Partners BDDH. BDDH won the Travelodge account in July 2003. It was handed the account by then sales and marketing director Simon Gregory.

The review does not affect the media account, held by Mediaedge:CIA.

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