Blue Marble Named Interactive AOR at Continental

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.