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Hoseasons TV campaign backs £5m rebrand
Hoseasons is to run a new TV advertising campaign after Christmas on the back of a £5 million rebranding exercise.
The UK self-catering operator has replaced its six-year-old ‘Your Freedom Your Choice’ tag line, and made a new TV commercial after a seven-way agency pitch adopting the ‘Feel Free’ theme.
The TV advertising starts on December 27 and runs in five bursts through to June initially on ITV1, ITV2 and digital and satellite. It coincides with a redesign of 2007 brochures, e-mails, inserts and newspaper and magazine ads. The TV commercial was filmed in Cornwall and Norfolk in September.
The new approach follows initial research showed that although customers and potential customers viewed the Hoseasons brand positively, perceptions had not kept up with the changes in the nature and quality of the holidays the company offers.
Marketing director Tim Fullam said: “We needed to revisit the way the brand was perceived, so that our core values of Choice, Freedom, Family, Value for money and Professionalism came across in a way which positioned us as being contemporary, personable and aspirational, whilst still being seen as reliable – without being boring.
“Emotionally, we wanted to show that we offered holidaymakers the freedom to choose the holiday they aspire to.
“The new ad is more about mood and aspiration than specifically about our products. It shows a selection of fast-cut shots of families and couples enjoying the kind of experiences which are intrinsic to the wide range of holiday types we offer, each contributing to the theme of freedom to choose exactly the kind of holiday you wish for.”
The TV advert carries a number of direct-response mechanisms, including a phone number, text response number, website address and red-button response for digital viewers leading to a microsite, as well as a prominent invitation to visit travel agents to find out more.
Report by Phil Davies
Phil Davies
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