Manchester and London based Media Agency Group (MAG) has been appointed by Sykes Holiday Cottages, to run an extended media campaign to target new consumers for the UK’s leading independent holiday cottage provider.
The 30-second advert for Chester-based Sykes Holiday Cottages, first aired on Boxing Day and encourages families to “ditch the hotel dungeon” and showcases the range of breaks available to book through the fast-growing holiday rental agency.
John Kehoe, CEO of MAG said: “This was an exciting brief for Media Agency Group as Sykes Holiday Cottages had never used TV advertising before and were keen to raise awareness of their brand and the breadth of properties and holiday experiences they offer. We combined Sykes Holiday Cottages’ customer data and Experian profiling to precisely deliver create content to specific audiences. We look forward to analysing the results post-campaign”.
James Shaw, chief marketing officer of Sykes Holiday Cottages, said: “British holidaymakers fell in love with the staycation all over again last year, with domestic bookings up by over 20% year on year, and we expect more of the same throughout 2018.Whether you’re a thrill-seeking couple or a family looking for a beach break, the UK is once again seen as a great place for a holiday and not just for mini-breaks, and we wanted our first peaks TV campaign to reflect that.”
MAG identified high-indexing Experian mosaic groups through customer data from Sykes Holiday Cottages allowing to precisely plan the campaign against audience and UK regions.
The campaign uses traditional linear TV on a number of ITV’s & Channel 4 regions and employs a mix of direct response TV (DRTV) and peak to deliver both sales and brand recognition.
The Sykes advert: https://vimeo.com/247944446/322b881e62