Timeshare leader RCI hands £7m account to WWAV

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Timeshare leader RCI hands £7m account to WWAV
« on: June 23, 2004, 19:21:56 »
Timeshare leader RCI hands £7m account to WWAV

LONDON - RCI Europe, the world's biggest timeshare company, has hired WWAV Rapp Collins to handle its £7m direct marketing business as it tries to improve its relationships with members.

The company's 3m members can trade timeshares across its 3700 affiliated resorts. However, RCI intends to relaunch its membership scheme and corporate identity this year to promote itself as more than just a timeshare exchange.

RCI has briefed WWAV to create an aggressive brand development strategy. Key to this will be highlighting the range of other travel services, including car hire and flights, that the company offers.

WWAV was appointed following a pitch against a number of undisclosed agencies. It is the first marketing agency to be hired by RCI Europe's vice-president and group marketing director Jonathan Mindell, who joined the company last year.

WWAV will be responsible for producing and managing RCI's direct mail, email communications and telemarketing, targeting its 600,000 European members in 16 different languages.

Mindell said part of his mission is to adopt a stronger CRM focus. One of his main challenges is to change consumers' perceptions of the timeshare market, which in the past has come under fire for aggressive sales methods.

Prior to joining RCI, Mindell spent a year working as a marketing consultant having left Citibank in 2002, where he was sales and marketing director.

RCI is owned by Cendant, which also owns car rental companies Avis and Budget, and hotel brands Travelodge and Days Inn.

RCI's members receive copies of its customer title, Holiday Magazine. The publication is the 83rd bestselling magazine in the UK and had a circulation of 207,270 last year.