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Travelocity changes ad agencies in U.K.

By Published on .

[London] Travelocity has switched agencies in the U.K. and doubled its ad budget to $9 million in an attempt to gain dominance in an online travel market where there is no clear leader. Miles Calcraft Briginshaw Duffy, an independent breakaway from Abbott Mead Vickers BBDO that counts David Abbott as a shareholder and director, won the business from St Luke's. The extra ad dollars will be spent trying to differentiate Travelocity from competitors by positioning the brand as one for "people in the know." The first campaign is scheduled to break by January 2004. Miles Calcraft pitched against Publicis-backed Bartle Bogle Hegarty, Interpublic's Lowe Worldwide, London, and Wieden & Kennedy.
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