Shearings is targeting the tech-savvy over-55s sector with its turn-of-year campaign.
The company is looking to boost bookings during the peaks period by launching a marketing campaign across TV, print, online and local radio.
The Keep Making Memories campaign is designed to inspire customers to make and share holiday experiences. The campaign will have a stronger digital focus to target and engage Shearings’ growing audience of tech-savvy over-55-year-olds.
Shearing said all marketing activity includes a call to action to encourage booking through agents.
A 30-second TV ad will air on ITV, ITV3, Yesterday, Challenge, Alibi and Discovery History, highlighting a £100-per-couple discount.
Caroline Brown, commercial director for Shearings, said: “Our 2014 peaks campaign gives us the national brand exposure we need to inspire strong bookings in this crucial period.
“Its digital focus also allows us to engage with our audience on a more intimate level. Our Facebook page has an active community, with over 10,000 fans.
“That, alongside the fact that in the past year we’ve seen a surge in the number of people visiting our website using a tablet or smartphone, is a clear indication that our audience are ready and willing to engage with us online.”
To support the campaign, agents who make a Shearings booking in January or February will be entered into a weekly prize draw.
The Shearings £5,000 giveaway will see the company give away £500 in Love2shop vouchers each week.
On top of that, agents can enter a prize draw to win one of five £100 Love2shop vouchers by retweeting Shearings’ tweets that contain the hashtag #ShearingsOffers.