Cosmos Holidays set to launch its biggest marketing campaign in over five years
Cosmos Holidays has worked with creative agency Iris to launch its biggest ever marketing campaign on the 27 December.
The campaign has aimed to drive summer ‘13 bookings, and will be built around Cosmos’ customer proposition, focusing on why customers should choose to book with the tour operator. Insight on what customers value has been driven from quantitative customer research via online customer satisfaction questionnaires, in addition to qualitative focus group research.
Cosmos has revealed the campaign will use observational humour to connect with customers, and will highlight the solid reasons to choose Cosmos. The creative has featured a strong call to action, directing customers to their travel agent or to the Cosmos website. It will be a fully integrated, omni-channel campaign, across out-of-home, radio, press, social, online display, and heavily supported with online search.
Commenting on the plans, 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. This presents a big opportunity for us to extend our reach to a younger demographic.”
Boggon added: “The novelty of being able to self-package from multiple sources is wearing thin with customers, and they are telling us ‘I know I could do it myself, but I want my holiday to be an escape from some responsibility’. They don’t want to source and book each element of the trip themselves, it is tedious and the amount of choice out there can be overwhelming. Holiday planning is becoming a chore.”
“But with the introduction of a new reservation system, the Codegen Travelbox product, Cosmos is able to offer the flexibility and product range of an online travel agent, with the service levels and security of a traditional tour operator, all at the best value for money in the industry.”