Thomson Lakes and Mountains, part of the Specialist Holidays Group (SHG), has revealed an online marketing campaign to promote its summer holidays, optimising the digital media advertising planned and bought in by independent media agency, agenda21.
The creative, which was designed in-house, features a scenic landscape with the tag line ‘Exploring made easy’ and aims to target the affluent 55+ couples market. agenda21 has combined takeovers of key sections of the Guardian website and the Daily Telegraph’s travel section with destination targeting on TripAdvsior, behavioural targeting on Exponential, and branding activity on news publishing sites.
“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,” said David Jarvis, multichannel strategy director at SHG.
The five-month long initiative promotes trips to the Italian lakes, Lake Geneva and Lake Bled as well as mountain destinations such as Austria, Switzerland and France.
Pete Robins, managing partner at agenda21, added: “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.”