Agency: Outside the Box
Client: Direct Holidays
Direct Holidays, the UK's leading direct-sell holiday operator, is launching its first ever viral marketing campaign to increase brand awareness around its summer sun 2010 brochure launch.
Working with creative agency Outside the Box, Direct Holidays’ new viral campaign focuses on the creative theme ‘The Direct Effect’ – aiming to highlight the benefits holidaymakers can get by booking direct and communicating the company’s commitment to providing the best possible holiday experience from start to finish.
The campaign features three tongue-in-cheek 60 second clips, portraying every day scenarios in the Boardroom, the Cafe and the Classroom. As the scenes unfold, a surprise ‘holiday’ element is revealed to communicate the sentiment ‘The Direct Effect - make it last as long as you can’.
The first viral is being seeded with key social networking and travel websites including Facebook, Youtube and Bebo.
Entitled ‘No sausage for me, Bob,’ it features a café owner serving builders in Speedos and snorkel. The final two clips will be released on July 6 and July 13 to maintain momentum.
This activity marks the start of a larger integrated media campaign for Direct Holidays, which will see over nine million inserts distributed in key national and regional press titles, and tailored direct mailings sent to over 500,000 households.
Online marketing initiatives include a refresh of the directholidays.co.uk homepage, pay-per-click and display advertising as well as a targeted outbound email campaign.
Managing Director of Direct Holidays, Steve Barrass, said, “Direct Holidays is not just about offering great value holidays with no hidden extras – it’s about the experience our customers have from the start of the booking process to long after they’ve left the beach.
“The viral campaign is a move away from anything we’ve done before and aims to raise brand awareness amongst a wider demographic, playing on the theme of The Direct Effect to engage consumers in that holiday feeling.”