All Leisure Group turns to Arena

All Leisure Group (ALG) has appointed Arena to the media and planning account, covering four of its six brands, following a pitch process. Arena will replace the two incumbents on the account, which are Carat Manchester and Equi=media ltd.
 

As a recently enlarged group, following the acquisition of Page & Moy Travel Group by All Leisure Group PLC in 2012, ALG has been undergoing a business integration process, which included a consolidation of services such as media buying at a group level.

 
The remit for newly appointed Arena will include media planning and buying for two escorted tours brands: Travelsphere and Just You, plus two cruise brands: Swan Hellenic and Voyages of Discovery.

 
The agency will be focussing on campaigns launching across the portfolio of ALG brands in January 2014, targeting the over 50s market through channels including print and partnerships.

Andrew Dufty, group marketing director, All Leisure Group said “It was always clear that Arena fully understand the market place and we're extremely excited by working with a fresh team full of great ideas.”
 

Nicola Harvey, managing partner, Arena, commented: “We are really excited to be working with All Leisure Group, across four of their brands. The over 50s market is a growing and evolving sector, and we are excited to ensure ALG is positioned as a market leader in the category. Our media strategy will ensure it meets the changing demands and requirements to engage with the target audience. Our appointment by ALG has not only cemented our, already strong, travel credentials but also added an exciting new client to our portfolio.”
 

Arena has experienced its best new business year ever, having also won the global LG Electronics, Betfair and Nanoblur accounts, amongst others.