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Direct marketing agencies
News Release from: bright
Edited by the Marketingservicestalk Editorial
Team on 07 February 2008
Bright creates holiday campaign
This week sees the launch of the largest annual campaign run by Thomson al Fresco for luxury mobile home holidays in France, Italy, Spain, Portugal, Croatia and Holland.
From now until the spring our TV screens, radio airwaves, magazines and bulky Sunday newspapers are full of wonderful, exciting, tempting holiday offers This week is the launch of the largest annual campaign run by Thomson al Fresco, a TUI company, that provides luxury mobile home holidays in France, Italy, Spain, Portugal, Croatia and Holland for the discerning family
This article was originally published on Marketingservicestalk on 4 Jul 2008 at 8.00am (UK)
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The national newspaper, direct mail and insert campaign is the largest promotion Thomson al Fresco (TAF) will do this year in its bid to encourage both existing and potential customers to sign up for one of its many hundreds of spring and summer 2008 holiday offers.
Over 40,000 people on the existing database in addition to thousands of potential customers will be targeted with the campaign.
These holidays tend to attract affluent independently minded people who wouldn't touch a bog standard package holiday with the proverbial barge pole, and provide lots of activities, local culture, fun for the kids, beautiful settings, and the independence of their own luxury mobile home with space to cook, relax and eat.
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Marketing agency bright has been working with Thomson al Fresco for nearly three years, developing not only the brand but the customer's journey from acquisition through to retention.
The brand features Alf, a small red cartoon brand ambassador.
He's used to reinforce TAF's strap line: 'Out of the ordinary'.
The idea is that Alf is a completely random, strange little character - but the illustrative style is very warm and charming, a bit like the holidays really.
He exists in a variety of surreal situations, demonstrating surprising facts about the countries you could pick to spend your holiday in.
For this specific turn of year campaign, 'Alf's Book of Wee Surprises' has been created by Chris Martin, bright's creative director.
The illustrated booklet explains that, for example, they don't have a tooth fairy in Spain.
It's a tooth mouse - called Perez.
Cue Alf riding on the back of a giant mouse, with a huge pair of false teeth in his titchy palm.
Commenting on the campaign, Martin said: "This is a niche product category in travel, and marketing has to explain the category as well as the product to new customers.
"Once you've experienced the holiday you're converted to the concept.
"We've used Alf for brand reassurance - he'll feature in all the press advertising from national press, travel sections and supplements through to in-flight magazines".
The media schedule targeting an affluent audience also includes magazines like Sainsbury's, MandS, Waitrose and Practical Parenting.
People are encouraged to respond to the national advertising campaign by requesting a brochure either by phone, online or a freepost response device.
With each brochure a personalised letter is sent out to reinforce how much fun a Thomson al Fresco holiday can be and how little you have to spend to go on one.
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