Brand and response specialist TheAgency has been appointed by Rex Resorts, the UK’s leading Caribbean hotel and African Safari operator, to refresh its brand positioning in order to make it more relevant to a newer, travel savvy target audience and to give it a sharper commercial focus given the market forecasts for 2009.
Currently, the brand attracts many honeymooners as well as the older (forty plus) holidaymaker but wants to address a younger clientele and families generally. TheAgency has also been appointed to handle all the press advertising and brochure and literature design for the company, across all its global interests.
Rex Brand Manager Atlyn Forde says, “We were very impressed by how TheAgency strategically links together activity across so many varieties of media, particularly online. The Rex brand and proposition will be focussed through the press advertising and the brochures and used to drive direct sales. TheAgency has come up with an inventive and appropriate strategy for us, powered by commercially creative ideas. I believe their work will deliver a measured and improved response on the company’s marketing budgets over the coming year.”
Amy Stobie, co-founder of TheAgency adds, “It will be very exciting to work on this account and we can bring about some fundamental changes that will help to strengthen the Rex brand and at the same time make it more profitable. The refreshed branding will enable Rex to address a younger age group in the increasingly competitive holiday market and also start to move their price point up at a time when there is less money being spent on foreign travel.
For more information contact:
Anton Rush - Zebra PR: 020 7228 5500
Note to editors: TheAgency, launched just six months ago, is a new integrated offering to the marketplace bringing together both brand and response. The founders, Amy Stobie and Saman Mansourpour, spotted a gap in the market, to supply big ideas to companies that wanted to build brands and drive sales from the same budget. It was a simple and yet unique proposition, not yet found in smaller marketing service companies. TheAgency team has a great pedigree having worked across 20 industry sectors for names such as AA, Lloyds TSB, Visa, Kodak, Pepsi, Thomas Cook and BMW. All of the team share a pedigree of working for leading agencies such as Rapier and TBWA. Although the biggest part of TheAgency’s client offer at the moment is digital and branding it also offers a range of marketing services, including direct mail, press, television and email. In a nutshell, it can act as a full service creative direct response marketing and advertising agency delivering commercially creative ideas that build brands, whilst focusing strongly on driving sales.
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