Thomson Lakes and Mountains has launched its first online marketing campaign to promote its summer holidays.
The company, part of the Specialist Holidays Group at TUI Travel, aims to generate holiday bookings directly via its website through the campaign, which targets couples aged 55 and over and will use behavioural targeting and dynamic creative matched to audience segmentation.
The five-month campaign, planned and bought by independent digital media agency agenda21, runs across the Guardian and the Daily Telegraph websites, as well as on TripAdvisor, and on news publishing sites, promoting trips to the Italian lakes as well as to Slovenia, Austria, Germany and Switzerland.
“Traditionally we have allocated our advertising budget to above-the-line activity,” said David Jarvis, multichannel strategy director at SHG, “however the media planned and bought by agenda21 enables us to focus directly on our target audiences as well as building the brand in partnership with The Telegraph and The Guardian.
“In addition, we are using dynamic banners so that we can develop the creative messaging throughout the campaign, quite a jump considering we have never used online advertising for Thomson Lakes before.”
Pete Robins, managing partner at agenda21, said: “SHG is taking an innovative approach to this campaign integrating digital media with their offline advertising to create a cumulative benefit. We will be stretching our use of technology and data to test and learn the best mix of branding and response to drive an overall best return on investment for SHG.”