M&C Logs Travel Channel Ads

M&C Saatchi breaks its first campaign today for The Travel Channel, poking fun at how far people go for free mileage points.
National TV ads will debut on The Travel Channel and other cable stations, said Adam Stotsky, the client’s vice president, marketing. Ads will also run in newspapers’ TV sections.
Billings were undisclosed, but The Travel Channel only spent $3 million on offline ads last year, per Competitive Media Reporting.
The new work hypes a “million-miles-a-week giveaway” promotion, encouraging travelers to participate. In the ads, travelers confess how far they went to accrue airline miles.
“I bought 220 pounds of cat litter,” says one man. “I don’t have a cat.” Another: “I buy gum with a credit card. So what?” A voiceover says, “There’s an easier way to get air miles.”
For a chance to win 50,000 air miles, viewers must watch the channel from 8-11 p.m. for a code and then enter it on TravelChannel.com.
M&C won the business in April after a review that included Merkley Newman Harty as well as Bartle Bogle Hegarty.
The New York shop’s executive creative director Marty Cooke said of the travel-loving targets: “They tend to be passionate about accumulating air miles.”
A brand image ad campaign is slated to launch this year, Stotsky said.
M&C has also hired two new creatives: Michelle Roufa, who worked on Little Caesars and Staples at Cliff Freeman and Partners, joins as associate creative director, a new post. Alice Ann Wilson, who worked with Cooke at MNH, joins as design director. Both will work on The Travel Channel and new clients.