Club 18-30 launches into older market

Club 18-30 is launching a new holiday brand, targeting 25 to 40-year-olds. Priority Holidays is being launched in the run-up to Christ- mas with an aggressive marketing campaign, centred on the message: “Put yourself first for a change.

Club 18-30 is launching a new holiday brand, targeting 25 to 40-year-olds.

Priority Holidays is being launched in the run-up to Christ- mas with an aggressive marketing campaign, centred on the message: “Put yourself first for a change.”

Priority is guaranteeing “kid free” holidays. Prices are from 229 on up to 30,000 holidays, mainly to the Mediterranean.

The launch has been made possible by the success of Club 18-30, which has built from 18,000 people booking holidays in 1991 to 100,000 for 1995. The rise follows its controversial ad campaign earlier this year.

Club 18-30’s ad agency, Saatchi & Saatchi, will launch the new brand with a 750,000 press and poster campaign.

The company’s long-term target is to grow Priority to the same size as its stablemate.

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