Holiday Cottages Group is planning a television advertising campaign to run from Boxing Day to March.
The news comes hot on the heels of the company’s plans to invest £8 million in online marketing over the next 12 months through partnerships with Efficient Frontier and Essence.
Nick Rudge, vice president of sales, marketing and operations, told Travolution that the TV campaign would have a theme with elements to be used online through interactive display advertising and potential viral opportunities.
“There’s a hook in it that will work well online. Five years ago we were almost exclusively offline. Now online is helping us to grow the business offline to a point where we’re investing in offline again,” he said.
Of the £8m online investment the majority will be devoted to paid search and about 20% reserved for display.
There are also plans to establish a community around Holiday Cottages Group and increase its existing presence on Facebook and Twitter.
Community features will also be added to the group’s websites.