Grey scoops £5m Net tour operator launch

New online tour operator HolidayExtra has appointed Grey Advertising to its &£5m launch campaign.

HolidayExtra, which launches next month, will allow customers to create and book holidays online. The service will be rolled out in Germany, Denmark and Sweden early next year.

HolidayExtra has been set up by managing director William Burton, ex-sales director at Thomson Holidays, and marketing director Yvette Ruggins, who was previously European marketing director for Kimberly-Clark’s Huggies Nappies range.

The company has signed supplier deals with a range of airlines, hotels, holiday resorts and car-hire companies, and spent a year building a search engine to connect them.

Eli Abeles, managing director of ABS Consulting, which worked on the project, says: “This model is totally the opposite of lastminute.com. Instead of taking what there is, you actually put the holiday together exactly as you want to.”

When booking a holiday, customers have to answer a series of questions about the destination, travel and accommodation. They can then pay for the holiday package online.

HolidayExtra has also appointed new media ad agency e-marketing to create online ads, and is on the verge of appointing a media agency.