Total will work as the buying agency for the launch of the airline after being appointed after a pitch process. Now selected the agency because of its experience in the travel sector through clients including ABTA, Cosmos, and Stena Line.
Now has also appointed outdoor specialist Concord to handle outdoor planning and buying for its launch. Concord and Total will work alongside media strategy agency Rise.
The new airline will be based at Luton airport with two planes flying to seven destinations including Manchester, Rome and Lisbon. It will offer fixed fares with all charges, excepting government tax, included in the ticket price.
Guy Sellars, joint managing director at Total Media, said: "Travel is a very important sector for us and we have a very good understanding of Now's media requirements. The launch is crucial and following that the core challenge will be to maximise the return on Now's media investment."
Nigel Mansell, the chief executive of Concord, said: "Outdoor is one of the most effective channels on which to communicate Now's brand differences, as well as drive sales."
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