This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.
Travelodge looks set to part company with director of brand marketing and former easyJet marketing chief Alistair Buckle after less than a year.
His position is under threat just weeks after the appointment of Doner Cardwell Hawkins (DCH) as the low cost hotel’s chain advertising agency.
He was integral to the pitch process alongside sales and marketing director Guy Parsons. His possible departure is thought to be related to cost cutting restructuring at the Permira-owned company’s head office. Travelodge confirms that it is in consultation regarding Buckle's position.
The agencies in the final round of the pitch were DCH, RPM3, Sledge and Mustoes.
Buckle joined Travelodge in January this year and took responsibility for overhauling the chain’s branding and identity and helping it to move to a “yield management” booking model akin to the low cost airlines.
He left easyJet, where he was head of marketing, in November 2004 after a management restructure. He joined the budget airline in 1999 and worked on the company’s first television branding advertising campaign that aired last year.
Travelodge is engaged in a ruthless battle with Whitbread-owned rival Premier Travel Inn. The chain has just launched a new pricing strategy for 2006 that includes £20 million worth of price cuts for consumers.
The new strategy will see three price bands introduced – Supersaver at £10, Saver at £26 and Flexible. There will be 500,000 rooms priced at £26, an estimated 100,000 rooms priced at £10 and further cuts on standard rates.
Source: mad.co.uk
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