Thomson Lakes and Mountains, part of the Specialist Holidays Group (SHG), has launched a new online marketing campaign to promote summer holidays.
The activity optimises digital media advertising planned and bought by independent digital media agency, agenda21. The initiative is the first time that Thomson Lakes and Mountains has invested so heavily in online display advertising and aims to generate holiday bookings directly via the website.
Designed in-house, the creative features a scenic landscape with the tag line ‘Exploring made easy’ targeting the affluent 55+ couples market and encouraging them to go to the site and book.
agenda21 has combined takeovers of key sections of Guardian.co.uk and the Daily Telegraph’s travel section with destination targeting on TripAdvisor, behavioural targeting on Exponential and branding activity on major news publishing sites.
High impact formats such as a Travel takeover page skin on Guardian.co.uk will be combined with dynamic creative led formats matched to audience segmentation.
David Jarvis, multichannel strategy director SHG explains: “Traditionally we have allocated our advertising budget to ‘above-the-line’ activity, however the media planned and bought by agenda21 enables us to focus directly on our target audiences as well as building the brand in partnership with The Telegraph and The Guardian. In addition, we are using dynamic banners so that we can develop the creative messaging throughout the campaign, quite a jump considering we have never used online advertising for Thomson Lakes before.”
Pete Robins, managing partner at agenda21, adds, “SHG is taking an innovative approach to this campaign integrating digital media with their offline advertising to create a cumulative benefit. We will be stretching our use of technology and data to test and learn the best mix of branding and response to drive an overall best ROI for SHG.”
The five-month campaign promotes trips to the Italian lakes, Lake Geneva in Switzerland and Lake Bled in Slovenia as well as popular mountain destinations such as Kitzbühel in Austria, Zermatt in Switzerland, Mont Blanc in France and other alpine holidays in Austria, Slovenia and Germany.
The activity optimises digital media advertising planned and bought by independent digital media agency, agenda21. The initiative is the first time that Thomson Lakes and Mountains has invested so heavily in online display advertising and aims to generate holiday bookings directly via the website.
Designed in-house, the creative features a scenic landscape with the tag line ‘Exploring made easy’ targeting the affluent 55+ couples market and encouraging them to go to the site and book.
agenda21 has combined takeovers of key sections of Guardian.co.uk and the Daily Telegraph’s travel section with destination targeting on TripAdvisor, behavioural targeting on Exponential and branding activity on major news publishing sites.
High impact formats such as a Travel takeover page skin on Guardian.co.uk will be combined with dynamic creative led formats matched to audience segmentation.
David Jarvis, multichannel strategy director SHG explains: “Traditionally we have allocated our advertising budget to ‘above-the-line’ activity, however the media planned and bought by agenda21 enables us to focus directly on our target audiences as well as building the brand in partnership with The Telegraph and The Guardian. In addition, we are using dynamic banners so that we can develop the creative messaging throughout the campaign, quite a jump considering we have never used online advertising for Thomson Lakes before.”
Pete Robins, managing partner at agenda21, adds, “SHG is taking an innovative approach to this campaign integrating digital media with their offline advertising to create a cumulative benefit. We will be stretching our use of technology and data to test and learn the best mix of branding and response to drive an overall best ROI for SHG.”
The five-month campaign promotes trips to the Italian lakes, Lake Geneva in Switzerland and Lake Bled in Slovenia as well as popular mountain destinations such as Kitzbühel in Austria, Zermatt in Switzerland, Mont Blanc in France and other alpine holidays in Austria, Slovenia and Germany.
http://www.agenda21digital.com/
