Travelocity Switches Richards With McKinney + Silver

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Travelocity has replaced The Richards Group, Dallas, with McKinney + Silver, Raleigh, NC, as its advertising agency of record.


The 34-year-old agency competed with finalists Omnicom Group-owned DDB in Dallas and Chicago, Doner in Southfield, MA, and Arnold, New York. Richards did not defend, although its Click Here arm still handles interactive duties for Travelocity.


"We're tapping into McKinney to see what new awareness we're going to explore with the brand, and just like any other agency-client relationship, we're going to rely on them to help us get the Travelocity name out there," said Travelocity spokesman Joel Frey.


Owned by Sabre Holdings Corp., Travelocity claims to be the sixth largest travel agency nationwide. It has 41 million members, operates Web sites in five languages worldwide and has 1,000 call center representatives.


The online travel service last year allocated $30 million on its advertising. McKinney's budget was not disclosed.


The Rojek Cutcher Group, Cleveland, OH, was Travelocity's ad consultant on the agency review process.


McKinney's experience in travel marketing played an important role in its selection. Previous accounts included Piedmont Airlines, Bahamas Tourism, Royal Caribbean Cruise Lines and Norwegian Cruise Lines. Current clients are Audi of America, North Carolina Symphony, NASDAQ and Sears, Roebuck and Co.'s Lands' End.


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