Publicis Groupe agencies Leo Burnett, Razorfish and Zenith Media have won the Travelocity ad account following a review that began in July.
The company spends about $70 million annually in measured media, excluding digital outlays, per Nielsen. Independent McKinney in Durham, N.C., the creative incumbent, did not defend. Media chores were shared by Omnicom's OMD and OMG Direct.
Burnett has been named lead agency for offline branding strategy, Razorfish for digital work and Zenith for offline media.
Andy Donkin, the client's head of global marketing, said, "We were talking to each independently and felt they all were best in class -- regardless of affiliation through the Publicis family -- but [owing to] their ability to tightly collaborate made them even more compelling. The integrated approach helps ensure we have tight strategy and execution and a consistent message regardless of the marketing channel."
Travelocity's last big promotional foray embraced social media via Chatroulette. This spring, the brand ran a pilot program on the live video chat site that served up its gnome icon to random chatters. The gnome held a sign encouraging users to consider taking trips. The idea behind the push was that folks sitting around chatting with strangers could use the excitement of travel.