Transmedia Serves iDine Account to PreVision
Ten agencies were considered for the account of undisclosed billings. PreVision; Hill, Holliday, Connors, Cosmopulos of Boston; and Convergency made the final cut. There was no incumbent, as work was outsourced on a project basis.
"They've gone through some consolidations in the past couple of years, and what we're doing is helping them -- one, by enhancing the branding, and, two, to really aggressively grow the business using customer information and analytics," said Cliff Blake, principal of PreVision, Lincoln, MA.
Operating for 15 years, the iDine programs allow member customers to receive automatic rebates up to 20 percent or frequent-flier air miles when dining at 7,500 participating restaurants. It also offers rewards for travel, retail buys and hotel stays. Seven million customers have registered.
PreVision is asked to create a brand image in tune with iDine's customer base. This persona also should be in sync with consumer motivations and aspirations when dining out.
The agency will rummage through iDine's customer database of diners and restaurant owners. It will identify customer segments to propel initial brand messaging as well as activation and acquisition efforts.
PreVision will offer Transmedia an array of services, including analytics, creative, strategy and technology support.
A subsidiary of media and marketing services firm Valassis, Livonia, MI, PreVision garnered billings last year of $216 million, servicing clients such as Toys "R" Us, Qwest, Monster.com, Talbots and Stride Rite Corp.'s Stride Rite and Keds brands.
With iDine, PreVision will have to do an image makeover and customer segmentation in a tough economy. This is where direct marketing comes in.
"Companies that use their customer data intelligently can succeed in a challenging economy, and iDine is in a prime position to do just that," Blake said.