Icelolly.com has launched the next phase of a summer marketing initiative focused on raising awareness of the metasearch and holiday price comparison platform in London and the South East.
Designed to maximise brand awareness and drive new customers, the 10-week campaign includes central London coffee shop takeovers, M25 lorry advertising and prime time sponsorships on ITV as well as icelolly’s first advertisement on the London this week – with billboards at 18 tube stations.
London-centric activity over the last month includes branded coffee cups and a fleet of branded lorries wrapped in icelolly’s colours & logo with beach ball graphics and the names of some of the company’s most popular holiday search destinations – which Department for Transport data shows have over 55,000 opportunities to be seen per day.
Chief marketing officer Ross Matthews said: “icelolly.com currently indexes highly in the Midlands, Northern England and Scotland. This series of activities marks a prolonged period of advertising specifically to an audience in the South East, which is a core target market for our business.
“Our ambition is to become the most recognisable holiday price comparison website in the UK, and we’re confident that this London-focussed campaign is a further step towards achieving that.”
icelolly’s multi-platform marketing initiatives since the turn of the year include a partnership with McDonald’s for its Monopoly campaign; regional weather sponsorship across Capital Radio stations, TV sponsorships and online and social media-driven activities.