Neilson campaign promotes summer holiday offering
A marketing campaign to launch Neilson’s new summer holiday offering, Lakes and Mountains is set to roll out having been devised by The Raft.
The campaign form Neilson’s – part of the Thomas Cook Group - promotes the 64 worldwide resorts with mountain and lake views that it has added to its summer portfolio and includes e-marketing, direct mail, online display and offline advertising including press ads in specialist holiday and national press running until October.
The Raft was appointed by Neilson following a seven-way pitching last November.
Phil Howells, creative director at The Raft, explained: “This marks an exciting start to the year for Neilson. They are renowned for winter and active beach holidays, and a large part of this year’s activity will be to raise awareness of their summer products. The Lakes & Mountains integrated campaign will speak to consumers on every level, highlighting the bespoke nature of the holidays.”
Vicky Norman, marketing executive at Neilson added: “We’re focusing on expanding our product range this year and a striking, national campaign to support our new offering will be crucial. We’ll be increasing our emphasis on digital activity and have more exciting announcements to come, further positioning the company at the forefront of the activity holiday market.”