Great Rail Journeys has appointed the Leeds operation of Carat as its media agency, following a review run through Creativebrief.
The appointment comes as part of a drive to integrate and broaden the company’s marketing activity to support business growth plans over the next 3-5 years.
MediaCom North previously held the account.
Dentsu Aegis Network’s Carat will support communications across a mix of channels including print, digital, TV, sponsorship idents, and emerging opportunities in radio and Out of Home.
“We’re delighted to welcome Carat to work on the Great Rail Journeys brands”, said Lisa Wood, Sales & Marketing Director for Great Rail Journeys.
“We want to grow the intelligence that sits behind our marketing activities and broaden our marketing mix.
“Carat and the wider Dentsu Aegis Network have a broad range of skills we can tap into to help us do this and they’ll be a great partner to support our growth.
“We have a fantastic range of holidays, but more people need to know about the why a Great Rail Journeys holiday would be right for them.”
Andrea Bagan, Managing Director for Carat Leeds, said: “It is such an exciting time to be working with Great Rail Journeys as they continue on their next phase of growth.
“The way people consume and engage with media is constantly evolving; our audience first approach will focus on driving performance across media, data and technology, helping Great Rail Journeys achieve their ambitious business objectives.”
But what we really want to know is – will they be keeping the dulcet tones of the fabulous Joanna Lumley as the voice of GRJ’s ad campaigns?