• by Steve McClellan  @mp_mcclellan, October 9, 2014

Travel company Avoya Travel, an American Express Travel Representative, has awarded ad shop Piston creative and media duties after a formal review. Media work will focus on digital and print.

Prior to the review, the client did not have a lead ad shop orchestrating its advertising efforts. The company confirms spending millions annually on marketing, but doesn’t break out advertising expenditures. According to Kantar, it spent about $5.6 million on measured media in 2012 and $468,000 in 2013.

Piston’s efforts will support Avoya’s long-term strategy of strengthening the brand, the company said. The review followed what Avoya says was a record-breaking year for the firm in 2013 with overall sales up 30% versus the previous year.

Avoya, which supports a network of independent agencies around the world, reported that cruise sales increased last year by 25%, tour sales grow 58%, and overall, same-store sales were up 25%.

“We are pleased to welcome Piston to the Avoya Travel family,” said Sam McCully, vice president of marketing for Avoya Travel. “We’re confident that Piston’s best-in-class capability will help us deliver upon our aggressive growth strategy and plan for the future.”

 “We are delighted to partner with a company that has such a rich heritage in innovation and leadership within the travel category, and we look forward to applying Piston’s …experience to accelerate the growth of Avoya,” said Piston president and cofounder, John Hartman.

The win follows the agency’s selection in July by probiotic beverage marketer Yakult U.S.A. to develop a new integrated campaign—including TV, online video, in-store, social and digital creative, as well as digital media buying.