Leeds-based Audience Collective has been appointed to lead TV planning and buying for Secret Escapes ahead of the luxury travel brand’s summer campaign.
The independent marketing services group secured the account following a competitive pitch, with the appointment supporting Secret Escapes’ latest TV campaign as the business looks to drive its next phase of growth.
Audience Collective Media will oversee TV planning and buying, with responsibility spanning audience strategy, channel architecture and creative media.
Simon Price, Group MD at Audience Collective Media, said: “Secret Escapes is an exciting brand to partner with – a true standout in travel. They’re committed to luxury but also know they need to evolve fast enough to stay ahead, and that’s the kind of ambition we love.
“We’re proud to be working together on their next phase of growth, because when a brand is brave enough to diverge from the pack, it becomes more distinctive, more desirable and far more likely to convert that desire into value share.”
Pete Durant, Marketing Director at Secret Escapes, added: “We liked the fact that Audience Collective challenged our brief and looked at things from a different perspective, which is very much in line with our thinking to drive continued growth.
“We wanted a partner that will help push us as we develop our proposition and identify new ways to maximise effectiveness and continue driving our business forward.”
Audience Collective, which is headquartered in Leeds, operates as a collective of specialist agencies delivering data-driven marketing services. The agency said its proprietary ALTthink approach helped it secure the brief by demonstrating how the travel brand could differentiate itself in a competitive market.
Secret Escapes has grown a community of 25 million members, offering discounted luxury travel deals through its online platform.
