RCI Puts Review On Hold as It Rethinks Strategy

Resort Condominiums International has put its worldwide branding strategy review on hold.
Bates USA, Grey Advertising and Christy Macdougall Mitchell, all New York, had been the finalists for the estimated $20 million global positioning account. Bates USA Midwest in Indianapolis is agency of record for the RCI Americas division, which was not part of the review.
RCI, a subsidiary of New York-based Cendant Corp., markets timeshare vacation packages. Cendant’s travel division includes Avis and Travelodge and Days Inn.
Peter Giamalva, RCI’s chief marketing officer, said once the company rethinks its strategy needs, it will likely select one of the three finalists to handle the account.
–Jenn Goddu