01 July 2009

Direct Holidays launches viral marketing campaign

Direct Holidays is launching its first ever viral marketing campaign today to increase brand awareness around its summer sun 2010 brochure launch.

Working with creative agency Outside the Box, the campaign focuses on the creative theme 'The Direct Effect' - highlighting the benefits holidaymakers can get by booking direct.

The campaign features three tongue-in-cheek 60 second clips, portraying every day scenarios in the Boardroom, the Cafe and the Classroom.

As the scenes unfold, a surprise 'holiday' element is revealed to communicate the sentiment 'The Direct Effect - make it last as long as you can'.

The first viral launched today with key social networking and travel websites including Facebook, Youtube and Bebo.

The final two clips will be released on Monday (July 6) and the following Monday (July 13).

The move is part of a larger integrated media campaign for Direct Holidays, which will see over nine million inserts distributed in key national and regional press titles, and tailored direct mailings sent to over 500,000 households.

Managing director Steve Barrass said: " The viral campaign is a move away from anything we've done before and aims to raise brand awareness amongst a wider demographic, playing on the theme of The Direct Effect to engage consumers in that holiday feeling."

By Bev Fearis