Tinsley Books SOA, Another Travel Client

By Katy Eckmann

ATLANTA–Tinsley Advertising in Miami has added another dimension to its travel category roster by signing System One Amadeus, one of the top computer reservation systems used by travel agencies in the U.S.

The account’s advertising budget was not disclosed, but sources estimated billings at $1.5 million.

Jointly owned by Continental Airlines, Electronic Data Systems and European global distribution system Amadeus, System One Amadeus in Houston is currently implementing a computer-based relay network which will allow approximately 8,000 travel agencies to access the Internet and other electronic data bases for marketplace and industry-related information.

For the the past several years System One Amadeus (SOA) utilized Atlanta-based creative boutique Hendershot & Associates, according to Mark Thomas, manager of marketing programs and advertising at the client’s Miami facilities.

‘(Hendershot) had done an outstanding job for us,’ Thomas said. However, he added, SOA ‘had grown to a point where we needed a full-service, national-type agency.’

Although the client held informal discussions with other agencies, ‘We kept being referred to Tinsley,’ said Thomas. Both Hendershot and Tinsley made creative presentations, and it was the latter’s ‘excellent strategies and executions’ that landed the account, Thomas said.

‘We are well-known in the (advertising) industry in terms of travel and tourism expertise,’ said Tinsley vice president and account supervisor Betty McGinnis. ‘This represents another travel facet for us.’

Tinsley Advertising is developing a print campaign set to break in trade publications next month. One two-page magazine spread features a little boy preparing to throw a large model airplane into the sky. The ad’s tagline reads: ‘New tools for a new world.’

‘Strategically, we want to introduce SOA as the world’s largest global distribution system and position them as the travel agent partner for the future,’ McGinnis said.

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