Olympic Holidays has launched “My Olympic Island,” advertising campaign which will run until mid-March next year.
The national and regionally-focussed campaign represents the operator’s largest expenditure and reach, of a single campaign in its 50 year history.
It is a multi-platform strategy which includes out-of-home activity in regional cities and regionalised personal individual ads, for the first time.
These new strands sit alongside press advertising, digital, direct mail and working in partnership with travel agents.
The “My Olympic Island” campaign is running nationally, with a regional focus on key airport departure areas for Olympic Holidays; including Scotland, the north, central, south-east and south-west parts of the UK, plus Northern Ireland.
It will reach 70% of the population 12 times and includes the call to action “or contact your local travel agent” in all regional ads.
Head of marketing and digital, Carl Catterall, said: “This campaign, like our two previous turn-of-year campaigns, has been created and executed by the in-house team.
“It celebrates the 50-year heritage of the Olympic Holidays brand, and on the relationships built, over multiple generations, with our customers. The “My Olympic Island” creative is based on six characters’ own stories of ‘their’ Olympic island, created to inspire consumers to find their perfect island holiday match with the help of our experienced team.”
The campaign builds on the previous two years’ peak activity which both doubled the awareness of the brand in the wider market, and this year’s campaign is aimed at continuing that growth.
Catterall continued: “The interest from customers and agents alike has shown that the peak booking season isn’t just a short-lived campaign, but provides a springboard that resonates throughout the whole of the first half of the year and beyond.”