Direct Holidays launches brand positioning
Direct Holidays has repositioned its direct sales offering and will support its new brochures with a multimillion marketing campaign.
Direct Holidays was previously owned by MyTravel and is now part of the Thomas Cook group.
The new positioning focuses on communicating the brand’s value for money proposition by using customers’ testimonials. The new strapline for brochures and marketing materials will be “Direct Holidays – same holiday for less”.
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The marketing activity has been developed by advertising agency Angels and direct marketing agency Outside The Box. The campaign will include more than 10 million consume press inserts and 1.5 million direct mail pieces.
Two new brochures, Wintersun 2008/9 and Summersun 2009 will go on sale on 31 July featuring Direct Holidays’ new look and offering together with a lowest price guarantee.
Thomas Cook executive director of marketing Simon Carter says: “Direct Holidays is about real holidays for real people and we wanted to reflect this in our new brand positioning.”
Direct Holidays is operated as a stand alone brand with its own website, call centre and six retail stores.
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