Leisure group Holiday Extras is repositioning itself as a “full-service” business to differentiate itself from rivals such as Airparks and BCP. It will launch a digital promotional campaign to support its new brand identity before Christmas.
As part of the initiative, it is redeveloping its website and changing its strap-line and logo to promote the brand as more friendly and family-oriented. The new strapline will be “We remember what the others forgot” and its logo will include the Hexters family of cartoon characters.
The campaign will also include direct and email marketing to focus on its add-on values. The campaign will be targeted at its retail partners, affiliates and direct customers.
Marketing director Matthew Pack says that the new website is aimed at attracting younger customers who are turning online to book their holiday packages and airport parking.
The new brand identity campaign will be created by Oak Creative.
Holiday Extras was established in the UK in 1983 and has about 50% of the UK’s pre-booked holiday add-ons market.