NEW YORK Aer Lingus, Ireland's official airline, has awarded its estimated $3 million advertising account to Hill, Holliday, Connors, Cosmopulos after a two-month review, the client said.
Aer Lingus in Melville, N.Y., had been working with the Tucker Partnership in New York, but that contract expired at the end of 2004. The airline sent out requests for proposals in November, telling agencies they should be prepared to work for "a minimal retainer," according to the form.
At least 95 percent of the budget will be reserved for media buying—primarily newspapers and online keyword searches. The remaining money will be spent on ad production and the retainer for the New York agency.
Ads will aim to drive about 60 percent of ticket buyers to Aer Lingus' Web site, more than twice the rate of its competitors, the form said. Initially, the winning agency will work on the airline's "new look" in corporate ads.