Limousine service Carey International has appointed Stein Rogan + Partners, New York, as its first agency of record on a $1 million account.
Seven undisclosed agencies pitched, though only two made the final round. The New York company previously hired agencies to work on various projects but never consolidated advertising responsibilities with one shop.
Carey mandated Stein Rogan to focus on their core target — corporate travel departments, travel agencies and other travel firms — and expand the business through customer acquisition and retention marketing. Traditional and Internet direct marketing will play an important role.
“It's a significant part of the budget, and it's counted as being among the more accountable media in their mix,” said Tom Stein, president of Stein Rogan. “Also, the online advertising that we'll be doing also will be oriented toward lead generation.”
Claiming to be the world's No. 1 limousine firm, Carey operates sedans, town cars equipped with desks and ports, vans and minibuses. It boasts affiliates and branches in 480 cities worldwide.
Carey now aims to peddle its services for needs like executive travel, meetings and events, destination management and road shows.
Stein Rogan's first direct campaign for Carey breaks in mid-June. Mail and e-mail will go to prospects attending the National Travel Business Association's show.
In both communications, the first of many campaigns for the year, Carey will draw attention to the steady elimination of commissions by transportation companies and airlines.
“Carey has a fairly generous commission structure, so our theme is that in an age when your revenue is under pressure [and] your commissions are being cut by other travel providers, Carey is your partner in terms of giving you access to this lucrative revenue service,” Stein said.
Stein could not confirm, but said it is likely 5,000 to 10,000 e-mails and direct mail pieces each will drop. Lists of prospects were bought from the business travel association.
“Obviously, the corporate travel market and corporate travel agencies can be a tremendous source of business for them because if Carey builds a strong relationship to the extent of becoming their preferred chauffeured transportation provider, they all of a sudden have access to hundreds, if not thousands, of accounts,” Stein said.
