McKinney & Silver won the account in a review against Omnicom Group's DDB Worldwide, Dallas and Chicago; Publicis Groupe's Arnold, New York; and Doner, Southfield, Mich. Omnicom's Martin/Williams, Minneapolis, withdrew from the review last month, citing an expanding workload after winning the $35 million E-Trade account.
Both the agency and Travelocity confirmed the selection this evening. An executive close to the review said each agency received a fill-in-the-blank contract it could immediately sign when contacted.
Travelocity, based in Fort Worth, Texas, spent $28.7 million on measured media in 2003, according to TNS Media Intelligence/CMR.
Battling rivals Travelocity is looking to strengthen its position in the face of competition from such online services as Expedia.com and Orbitz, among others. Last month, Travelocity switched agencies in the U.K. from St. Luke's to Miles Calcraft Briginshaw Duffy, and also doubled its ad spend abroad to $9 million.
Travelocity and parent company Sabre Holdings announced yesterday they had reached an agreement to acquire the assets of World Choice Travel, a U.S.-based hotel room consolidation and travel services company.
Rojek Cutcher Group, Cleveland, Ohio conducted the review.