This Boxing Day will see leading domestic cottage rental supplier Holiday Cottages Group launch its first television campaign in the UK for three years.
The Wyndham Worldwide subsidiary has reported sales up 12% in the UK in 2009 on the previous year as the recession saw an increasing trend for holidaying in the UK.
The television campaign featuring 40 second adverts will promote the cottages4you brand and promote the benefits of a self-catering holiday in the UK based on consumer research.
Julian Gratton, creative director of Red C advertising agency which the group has been working with for the last six months said:
“Cottages4you wanted to take a different approach to advertising holidays, one which was not safe and formulaic and would create standout in the sector.
“Throughout the advert, there isn’t one stereotypical image of a family on a beach or someone swimming in a pool. This is all about the experience and what you take home from a holiday.”
Nick Rudge, vice president sales, marketing and operations at Holiday Cottages Group, added: “We have taken a bold approach with the creative, emphasising the unique qualities of a cottage holiday.
We were impressed by Red C’s creative plan which develops intrigue as the advert progresses and concludes with an end scene which is both memorable and striking.”
The new campaign will feature across all marketing channels including direct mail, email, website design, on the London Underground and newspaper and online display.
The television campaign will run throughout the first quarter of 2010.