INTERNATIONAL: Travelocity branching out with St Luke's

St Luke's has won the £10 million (about US$14 million) task to roll out the US online travel giant Travelocity across Europe. Travelocity has recently announced its intention to extend its brand out of America, and will begin its European expansion in early 2001. The European drive is scheduled to start in the UK, France and Germany. St Luke's campaign will include TV, press, poster and online work. The company held talks with Leagas Delaney, Bartle Bogle Hegarty, Lowe Lintas and Griffin Bacal before choosing St Luke's. Travelocity, which is part of the Sabre group, is the world's largest Internet-based travel agent and acts as a broker for travel services. Andy Law, the chairman of St Luke's, said: "It's great for us to become involved as Travelocity enters Europe as the biggest online travel site. We're looking forward to taking this challenger brand forward. Our ambition is to dominate the online travel market, and I'm sure we'll be successful." The forthcoming campaign will aim to create a strong positioning for the brand in an increasingly pressured market that includes established competitors such as Expedia and lastminute.com. Travelocity is looking to spend between £8 million and £15 million in 2001 to establish its brand in Europe. The US advertising for Travelocity is handled by Roberts Advertising in Dallas, Texas. Roberts will continue to work autonomously on the business, and will not be affected by St Luke's appointment.

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