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Loveholidays launches first brand marketing campaign
A radio campaign for online travel agency Loveholidays launches in the UK this weekend in partnership with six tourist boards.
The campaign will run on FM and DAX digital radio stations until the end of February in London, the South East and the Home Counties to drive brand awareness.
The creative uses dynamic ad personalisation based on the location of the listener, the weather and the time of day to give over 7,000 possible combinations of the ads, delivering a very personal interaction.
Working with the tourist boards of Cyprus, Greece, The Algarve, Malta, Dubai and Egypt’s Red Sea Resorts, the radio ads convey the ‘love’ of holidays across the six destinations compared to local weather conditions and reinforce the option of low deposits and monthly payments with ATOL protection.
In addition to the radio ads, the campaign will run across social media and CRM with targeted offers on the loveholidays website to drive conversion.
Commenting on Loveholidays’ first above the line activity, marketing director Christian Armond said, "Loveholidays has seen phenomenal growth since launching in 2012.
"This investment in the brand using above the line activity for the first time is part of our strategy to increase awareness and consideration at this key booking period and the dynamic nature of these ads enables us to target our audience more personally and intelligently."
Voiceovers for the adverts are by Death in Paradise and Love Actually actor Kris Marshall.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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