The ‘Thank You Holiday Extras’ campaign will also involve national press, viral activity, online display, pay per click, search engine optimisation, e-mail, PR and social media.
The initiative is part of the company’s strategy to raise overall brand awareness, drive more web traffic and increase market share.
Due to start in mid-January 2010, the campaign coincides with one of the industry’s busiest times for booking airport parking, airport hotels, travel insurance and all the other holiday-related ancillary services.
The new campaign will involve daytime TV advertising across a range of satellite and terrestrial channels, including Sky News, Living and the Travel Channel. It is due to air from 25 January 2010.
Ben Alexander, head of marketing at Holiday Extras, says: “Combining online and offline advertising more effectively means that we’re raising awareness, fuelling our PPC & SEO positions, and helping customers to reach us through lower cost booking channels.”
The national print campaign will include the Sunday Times, Sunday Telegraph, Sunday Mail and Sunday Express, while online adverts will see a combination of traditional display, re-targeting and strategic placements. The brand is also releasing a series of virals and increasing their presence on a range of social networks.
Working with a roster of new marketing partners, Holiday Extras has appointed TV production company The Red Planet, along with creative agencies WordBright and Crispy Thinking to create the TV advert, print, online and viral campaigns. Cheeze DMG is handling the online display advertising across several travel networks, while All Response Media is responsible for the national media campaign.