Cosmos Florida push woos families

Cosmos is launching a direct mail campaign to promote Florida as the best family summer holiday location and drive bookings for its Florida holiday deals for summer 2012 and 2013.
The campaign, created by WDMP, is the first to use the brand’s new look and feel – a bold black ‘chalkboard’ style – following a rebrand earlier this year.
Designed to appeal to the whole family, the mailing features a family ‘countdown’ calendar to go on the fridge, so that the kids will know ‘how many sleeps’ there are until they are in Florida.
In addition, there is a sheet of stickers also based on Cosmos-style chalk holiday icons such as an ice cream, beach ball and flipflops which family members can stick in the brochure itself next to the thing they would like to do most.
The brochure itself incorporates a range of offers and content from Cosmos’s Florida partners, as well as great holiday and hotel offers direct from the company itself. It features trackable discount codes and offers recipients the choice of responding online, by phone or via a QR code response mechanism which is being trialled for the first time.
To target the campaign, WDMP has sourced around 70,000 of the hottest prospects for a Florida family holiday using rigorous data profiling of the existing Cosmos customer base and wider industry lists.
Cosmos head of marketing Debbie Pearce commented: “The use of our new look and feel in this pack is a real evolution which brings to life our great new brand in a really engaging way. The offers, creative and range of response opportunities stand us in good stead for great results this year and beyond.”
WDMP managing director Craig Wheeler added: “By engaging the whole family the Florida mailing is a step change and takes Cosmos’s direct activity to another level. It will be interesting to assess the impact of this approach as well as using a QR code versus the traditional channels.”

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