Hays Travel aims to ‘smash’ peaks by launching ‘disruptive’ campaigns

Hays Travel is planning to “smash” peaks by running a pair of “disruptive” campaigns, with the first set to begin before Christmas.

Head of marketing David McNiven told the agency’s annual conference that the first campaign would launch on December 23 and the second would be introduced in January.

Highlighting the aim to “smash” peaks, he said: “These disruptive campaigns are going to give you such a good start to the peaks campaign and I can’t wait to share more details with you.”

Before Christmas, he said, agents will be asked to arrange their shop windows in a particular way, making use of TV screens, window hangers and window vinyl.

“We want to make sure that when people are walking past the shops, they can see what we’re going out with [for peaks] and we can build excitement,” he said.

“Some of the feedback we’ve had before is that, in January and February, we’ve got so much going on but it doesn’t always scream to the customer that this is our campaign. We’re going to change that – we’re going to make that a thing of the past.”

 

The campaigns will feature three key promotions, he said, pointing to the ‘save up to £500’ deal, as well as the offer of free child places and a £49 per person deposit.

 

In its advertising, the agency will highlight two “strong” messages, McNiven said, in the form of its ‘holiday outside the box’ slogan and its partnership with brand ambassador Davina McCall.

 

McCall features in various TV adverts for Hays Travel and has also recorded significant amounts of radio content.

 

This year, advertising will be extended to YouTube, Disney Plus, Netflix and Prime Video.

 

Outlining a “very joined-up campaign”, McNiven said the agency’s website would also be updated to appeal to both returning and new clients.

 

“We want to drive a sense of urgency and give a call to action to customers to say, ‘You really need to get on this right away’,” he said.

 

Advertising will also appear across a range of local and national newspapers.

 

“The money we would have spent on filming new content is going to be spent on distribution,” he said.