Ocean Florida signposts to agents in its biggest peaks campaign to date

Ocean Florida is urging consumers to book through travel agents as part of the tour operator’s first widespread advertising campaign in more than a decade and its biggest marketing investment to date.

‘Memories Start Here’, described as costing a six-figure sum, more than double the amount spent on last year’s peaks campaign, will run across TV, radio, podcasts and digital channels as well as in public spaces.

The campaign, which marks the brand’s return to mainstream broadcast channels after an absence of more than a decade, will include “contact your travel agent” as a core message.

Matt Rains, managing director of Ocean Florida’s trade division, said: “Memories Start Here is a major step forward for both Ocean Florida and our trade partners. This is our biggest ever consumer investment, and we’ve built it deliberately to drive more customers directly into agents’ hands.”

The peaks campaign follows the release of the operator’s first trade-focused travel guide. Agents account for 40% of the brand’s sales.

Rains said: “Ocean Florida Trade continues to grow rapidly, and the launch of our Trade Travel Guide, alongside this huge above-the-line campaign, demonstrates our long-standing commitment to supporting agents with the tools, visibility and confidence they need to maximise sales.” 

The Ocean Holidays Group was founded in 2004.