Holiday e-brand plans above-the-line push

Budget holiday website is planning its first above-the-line campaign in an effort to increase awareness of the brand. The &£1m integrated campaign will break later in the year.

The move comes as founder Paul Evans, a former managing director of First Choice Holidays and a director of Airtours, prepares to launch a series of new Lowcost websites, offering services such as travel and insurance and information on specific sites.

Evans (pictured) says that establishing a brand through above-the-line advertising is important for Web-based operators. He adds that now the site has become an established presence on the internet, the brand needs to use traditional methods to develop it further.

The Lowcost brand currently uses Sussex-based creative agency Denim, and it is expected to develop the new work.

The first of the new websites,, launched late last month and the first destination specific site,, should go live this year.

Evans believes destination specific sites offering a comprehensive range of products and services will prove popular with travellers who find it hard to choose between the different online travel brands.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here