Holiday e-brand plans above-the-line push

Budget holiday website Lowcostbeds.com 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 Lowcostbeds.com 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, Lowcostholidays.com, launched late last month and the first destination specific site, Lowcostibiza.com, 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.

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