Hoseasons’ TV advertisements are aiming to tap into the emotional benefits of taking a UK break and challenge traditional perceptions about the tour operator’s holidays.
The operator’s TV ads run until the end of January and hope to take the company’s vision of offering ‘A Better Place to Stay’, also its new strapline, to a fresh audience of potential clients, according to head of trade sales Tariq Khan.
The ads, which started on December 27 and are voiced by Mariella Frostrup, are running as part of a multi-channel campaign which also include e-shots, national newspaper advertising, digital and social media activity.
Khan is confident the ad will also drive sales through the trade. They are running at the same time as the operator’s two-month giveaway of eight holidays to travel agents to drive up early bookings.
He said: “Anything that helps to position and drive recognition of the new brand with customers has to be a good thing for agents. We’ve deliberately taken an emotive approach to this ad, focusing on what it really means to go on a UK short break and celebrating the time it gives customers with family, friends and loved ones.”
Hoseasons launched its new brand Bouja last September, offering ‘affordable luxury’ breaks, and has positioned itself as a luxury UK short break operator.
Khan added: “It’s the first time we’ve taken the new brand to a mass audience since launching in September so we’re excited to see what kind of reaction we get on the high street.”