Holiday Cottages Group is returning to TV with its first advertising campaign in three years.
The cottages4you brand advert will premiere on Boxing Day and run throughout the first three months of 2010.
The campaign aims to highlight the benefits of self-catering holidays by focusing on experiences people take home with them.
Customer research carried out by HCG showed that the main features of a cottage holiday were relaxation, freedom and enjoying being ‘back with nature’.
The scenarios depicted in the 40 second advert reflect these feelings and are designed to capture the essence of a cottage holiday.
The promotion will include direct mail, email and website design. London Underground card panels, newspaper display and online display will also feature.
Creative director of advert producing company Red C Julian Gratton said: “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.”
Holiday Cottages Group sales, marketing and operations vice-president Nick Rudge said: “With more cottages in the UK than any other provider, 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 group reported sales of domestic holidays this year were up by 12% on 2008 and it is looking to strengthen its position further in 2010.
by Phil Davies
