The campaign promotes the new cottages4you brand and is devised to highlight the benefits of a self catering holiday by focusing on the experiences guests take home with them.
Customer research carried out by HCG showed that the main features of a cottage holiday were relaxation, freedom and enjoying being ‘back with nature’. The scenarios depicted in the 40 second advert reflect these feelings and capture the essence of a cottage holiday.
The creative approach will be carried across all marketing channels including direct mail, email and website design. Supporting activity includes London Underground card panels, and newspaper and online display ads.
The TV campaign has been developed by Red C and breaks on Boxing Day.
The company has also just appointed Efficient Frontier and Essence to a joint digital marketing brief for 2010. The agencies were hired following a collaborative pitch and will work on search marketing, display and social networks, with a spend of more than £8million over the next 12 months.
The appointments follow a competitive pitch involving four other agencies.
Efficient Frontier will be managing paid search marketing campaigns across eight brand websites including www.cottages4you.co.uk, www.welcomecottages.com and www.english-country-cottages.co.uk.
Essence will handle the display and social networking elements of the campaign. The work will include direct response and brand display activity, and will utilise Essence’s proprietary campaign management system, Olive to optimise campaigns across portals, travels sites, ad networks and social media.