Cosmos Holidays is aiming to promote Florida as the ultimate destination for next summer with a campaign that encourages prospects to recreate old family holiday snaps for the chance to win a free trip to the self-styled “Sunshine State”.
Devised by WDMP, it aims to showcase the breadth of the Cosmos holiday experience by positioning Florida as a destination for “big kids and the little ones too”, with something to offer for everyone.
The campaign uses both social media and a direct mail-pack to broaden the reach of the campaign and to drive prospects to a competition on Facebook.
A brochure style direct mail piece uses imagery from Cosmos’ partners – including Universal Studios, Walt Disney World and SeaWorld – to capture attention and highlights some of Florida’s new rides and attractions including Harry Potter World.
To create the mailing list WDMP used Cosmos’ current customer data of families with one or more children who had previously booked or enquired into holidays to Florida or Lapland. WDMP then profiled the data to identify what makes a typical Florida holiday customer and overlaid this with lifestyle data lists to boost the target audience.
A competition on Facebook offers prospects the chance to win a family trip to Florida. Participants are invited to dig out old, memorable photos from family holidays or days out and recreate them today. Both photos are then uploaded to Cosmos’ Florida Facebook page and the photo with the most likes will win the holiday.
Other social channels including Twitter are also being used to create awareness of the competition and help kick-start activity around the Florida campaign.
Cosmos Holidays CRM manager Sinead Archer said: “This campaign is about increasing awareness of Florida’s easy accessibility as well as the appeal it holds for the whole family. Using social channels to enhance the campaign is a key element and will also help create those feelings of nostalgia and anticipation around family holidays, while driving engagement and share-ability.”
WDMP managing director Craig Wheeler added: “Adding a social or digital element to mail campaigns helps to extend reach and continues engagement with those prospects that don’t buy straight away. Recreating your iconic family photos adds a brilliant fun aspect to the Cosmos campaign that the whole family, across all generations, can take part in.”
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