TUI UK-owned Specialist Holidays Group has appointed Rapp and Agenda 21 to handle its integrated media planning and buying accounts.
The appointment is part of a new strategic approach to marketing from SHG to fully integrate online and offline activity.
SHG is the UK’s third largest tour operator, behind TUI’s own Thomson and First Choice brands and the combined Thomas Cook Group.
It comprises ski tour operator Crystal, Maldives specialist Hayes & Jarvis, and European luxury travel group Sovereign Luxury Travel, as well as Australasia and Italy specialists Austravel and Citalia.
Rapp will be responsible for SHG’s offline integrated media planning and buying account in the UK and Ireland, as well as online where it is part of integrated activity.
Agenda 21 will be responsible for the online planning and buying in the UK and Ireland, as well as driving online marketing analytics across all brands.
Both agencies have already worked together.
SHG multichannel strategy director David Jarvis said: “In an increasingly competitive environment, we needed a strategy that amplifies each brand in the most efficient and effective media possible. We were impressed by the insights that Rapp and Agenda 21 came up with in order to help us reach our goal of remixing our marketing spend in order to bring greater ROI. The two combined will provide a focused approach to marketing analytics looking at attribution and consumer behaviour across both online and offline channels.”
