Olympic Holidays unveils its largest ever advertising campaign today (Monday) running until mid-March.
The ‘My Olympic Island’ push represents the operator’s largest expenditure, and most comprehensive reach, of a single campaign in its 50-year history.
The multi-platform strategy 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, according to the operator.
The ads will have a specific regional focus on key airport departure areas including Scotland, the north, central, south-east and south-west, plus Northern Ireland.
It aims to reach about 70% of the population 12 times and includes the “or contact your local travel agent” call to action 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.”
Catterall added: “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.
“Our strategy for growth under the leadership of our CEO Clare Tobin is intrinsically linked to working ever-more closely with agents. We believe our investment in this campaign will benefit us, our agent partners, and, naturally, our mutual customers when it comes to picking their perfect island holiday.”