- Adweek Staff

BOSTON Travel specialty shop ISM here said it has expanded its relationship with Emirates Airlines, adding lead agency chores on the business in North America following a review.

ISM has worked with Emirates for about five years on various assignments, and first teamed up with the client to launch its non-stop service from New York to Dubai.

"We're excited to continue to play a role in their success and to be working with such a dynamic and progressive client," said Gary Leopold, ISM CEO and president, in a statement. The airline indicated that the agency's familiarity with on the account was a factor in its selection.

The airline routinely spends about $5 million annually in U.S. media; its outlay for the first five months of 2008 was $1.5 million, per Nielsen Monitor-Plus.

The client has used many agencies worldwide for different projects. Other contenders in the review won by ISM were not disclosed.

Upcoming efforts include the introduction of non-stop service to Dubai from both Los Angeles and San Francisco.

Other ISM clients include American Express, Barbados Tourism, Best Western and Four Seasons Hotels and Resorts, among others. ISM is an independently owned agency.