Lindblad Taps ID As Media AOR
Travel tour company Lindblad Expeditions has selected Interpublic’s ID Media as its media agency of record after a review, the companies have confirmed. ID
will handle both media planning and buying duties for the client.
The client spent an estimated $2 million on measured media in 2011, according to Kantar Media. Before selecting ID, Lindblad had handled media chores in house.
The company does a lot of direct marketing and advertising, and ID Media is a specialist in that field.
“Innovation has always been part of Lindblad Expeditions’ lifeblood, and so, when looking for an agency partner, we sought a company that really understood…the spirit of our brand,” stated Elizabeth Crabill, vice president, sales and marketing at Lindblad Expeditions.
Currently, ID is preparing a new print and digital campaign for Lindblad scheduled to break in early 2013. The campaign will focus on increasing interest among consumers in eco-tourism and expedition bookings.
Lindblad offers travel packages to the Galapagos Islands, Antarctica and Costa Rica, among other locations.
The new ad campaign comes as consumer interest in leisure travel has continued to increase, despite a sluggish economic outlook. Americans spent $564 billion on leisure travel in 2011, up 7% from the year prior, per the U.S. Travel Association.
Since 2004, Lindblad Expeditions has worked in alliance with the National Geographic Society to produce marine expedition programs and to promote conservation and sustainable tourism worldwide.
ID Media has a number of other accounts in the travel category, including Cayman Islands Department of Tourism, Jamaica Tourist Board and American Express’s Delta SkyMiles travel rewards card.