Travel & Leisure Co. hires DM amid spend increases (Score 50)

Sales lead: This hire will affect the company's marketing strategy & agency roster. 

  • Travel & Leisure Co. (T&L) announced Amandine Robin-Caplan as global EVP and chief brand/communications officer in June 2023. 
  • Robin-Caplan most recently served as NA CCO & SVP of Pernod Ricard. 
  • In her new role, Robin-Caplan is responsible for brand, communications, & digital marketing.

Target demographic: Millennials & Gen-Xers

The company will likely:

  • Keep increasing ad spend
  • Try new digital ad channels
  • Seek agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: T&L spent around $1.2m on digital display ads YTD, a 38% increase from $871.5k spent in this channel during the same time period of 2022. 
  • YTD data: 147.4m impressions via Facebook (89%) and Instagram (11%). 
  • 2021-2022 spend: Full-year spend increased by 18% from $1.7m in 2021 to $2m in 2022. 
  • Ad location: It placed 100% of these ads directly onto and 

Additional channel insights  

  • Vivvix: T&L also invests in OOH. 

Agency analysis:

  • Opportunity: Contact the new marketing DM now to see if you can help.
  • Current roster:
    • In-house: media 

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.