Cosmos brand awareness is lower than it should be
Cosmos is launching its biggest ad campaign in five years to boost brand awareness.
The campaign, which will start on December 27, is to promote the simplicity, value for money and security of booking packages and will be a multi-channel campaign across radio, newspapers and online.
It follows research by the tour operator which showed brand awareness was lower than it should be.
It also found customers are getting tired of ‘self packaging’ from various sources
Phil Boggon, marketing and commercial director, said: "Customer research carried out this year confirmed very positive feelings towards the brand, but spontaneous awareness was lower than it should be given our 51 year trading history."
The research highlighted that the key reasons quoted for a customer to book a package holiday are simplicity, value for money, and security.
Boggon added: "Customers want simplicity at every stage – in researching, booking, the holiday itself, and targeted future recommendations. The novelty of being able to self-package from multiple sources is wearing thin with customers.
"This is a major ramp up in our marketing spend, and represents our biggest brand investment in years."
The campaign will use observational humour to connect with customers, and will highlight the solid reasons to choose Cosmos.
Diane
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