Cosmos runs New Year ad and direct campaign

Travel company Cosmos is gearing up for a major post-Christmas campaign following an overhaul of the brand. The advertising will break next month.

The tour operator, which appointed start-up advertising agency Souk to its &£3m account earlier in the year, has redesigned its logo and website and signed a deal to sponsor the Daily Mirror’s travel Web pages.

Cosmos marketing director Ali Naqvi says the work is the company’s biggest January push to date, with a spend of about &£500,000 on the advertising alone. The campaign will include print and online advertising and a direct marketing campaign, including a mail-out to customers between Boxing Day and the New Year.

The creative work and new logo were developed by Souk, the agency formed from the merger of HDM, direct marketing agency WDPA and digital agency Mitchell Connor Searson in September. HDM won the account in August and brought it into the merged agency. Media planning and buying is handled by Carat.

Naqvi says the logo retains elements of the brand’s heritage but has a “fresher and more contemporary feel”.

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