Continental Airlines has named Blue Marble Advanced
Communications Group as its first interactive agency of record.
A client of Blue Marble sister agency N.W. Ayer, Continental began a review
process last spring, though it never heard presentations from other shops,
John Fish, director of electronic product marketing at Houston-based
Continental, told Adweek. OnRamp in New York City
and T1 Media in Houston previously handled Continental’s Web site.
Blue Marble will focus primarily on Continental’s “online branding strategy,”
Adweek said, quoting sources as saying the rest of the airline’s
online business, including the booking engine now provided by Microsoft
Travel Technology, may also undergo transition throughout the year.
Last year, Blue Marble developed several online marketing campaigns with
Continental, including one within America Online’s new travel area. The
airline is likely to launch a similar campaign later this year as a flagship
sponsor of a new travel site from MSNBC.com, according to Fish.
