Cosmos Holidays is launching a highly personalised direct mail campaign to support its “Really? Sale” ad push, targeted at customers who have previously booked their summer holiday through the travel giant.
Created by WDMP, the mailshot reminds customers of the last time they ‘checked in’ with Cosmos, with images of their previous holiday destination. It is supported by personalised offers, showcasing the breadth of locations that the independent tour operator has to offer.
To give the campaign greater reach, Cosmos is encouraging customers to create holiday snaps without leaving their homes; customers can share where they really want to be on holiday through Twitter, Instagram and Facebook using the hashtag #wishiwasreallyhere. Those entering will be in with a chance of winning a holiday for four.
The mailpack uses familiar social icons as a visual reference to the competition, making it easy for customers to share photos and memories of previous holiday destinations as part of their everyday social media activity.
Using Cosmos’ customer database, WDMP identified previous customers to re-engage. The agency also pinpoined those who had previously booked holidays to destinations that are featured in the Really? Sale within the last five years, targeting these customers with specific offers.
The Really? Sale campaign and competition is also being promoted through radio, national press ads and social channels, offering deals to a number of destinations across Europe, the Caribbean and the Indian Ocean for summer 2015.
Cosmos acting head of marketing Sinead Archer said: “This campaign is all about encouraging customers that haven’t booked in the last few years to consider Cosmos again – getting them excited about the breadth of destinations we offer. We want to banish the winter blues by sharing inspirational imagery within the direct campaign, tapping in to customer feelings of needing an escape to the sunshine.
“To supplement the awareness of the Cosmos brand and the Really? Sale, we had a key focus on our digital presence as we know it could play a key hand in generating additional awareness. With WDMP’s expertise we’ve been able to produce something that we feel will really drive engagement and shareability across social channels,”
WDMP account director James Porter added: “We wanted to use knowledge of customers to pique their curiosity by acknowledging their last holiday visually and then using beach images to inspire customers to re-engage and book their next trip with Cosmos. We feel the final creative really taps in to the modern behaviour of sharing holiday snaps through social media.”
