Aer Lingus Sets Pay Limit in RFP

NEW YORK Proposals in Aer Lingus’ review of its $3 million advertising account are due back Nov. 30, and interested agencies should be prepared to work for what the Irish airline has called a “minimal retainer,” sources said.

The form sent out last week calls for at least 95 percent of the budget to be reserved for media buying—primarily newspapers and online keyword searches. The remaining money will be spent on ad production and the agency retainer.

The Melville, N.Y.-based client wants to drive about 60 percent of ticket buyers to its Web site, more than twice the rate of its competitors, the form said. The winning agency will work on the airline’s “new look” for the first two to three weeks of its partnership, though ads should be “corporate.”

Aer Lingus’ contract with the incumbent agency, The Tucker Partnership in New York, is set to expire at the end of this year, and the carrier would like a new pact in place by December, Rosemarie Curran, client manager of advertising, has said. The Tucker Partnership will defend the account, the shop said.

The client could not immediately be reached for further comment.