MediaCom TMB will appeal to workers wanting to escape the rat race
in its media strategy for HolidayExpert.com, the latest entrant into the
online travel sector.
The agency has been appointed to handle online and offline media
planning and buying as part of a pounds 5 million campaign, using
creative from Grey.
Associate director Luca Margarito is heading the account.
Margarito said MediaCom TMB had devised an unusual strategy to make
HolidayExpert stand out in an increasingly crowded market. The company
is up against dotcoms such as Lastminute, Buzz, Ebookers,
BargainHolidays and Deckchair.
’There are a mass of holiday sites out there that have the same
offering,’ Margarito commented.
’HolidayExpert is different in that it targets a slightly more upmarket
audience with comfortable or luxury packages. It’s also a one-stop-shop
- you don’t have to go to different sites to book flights, hotels and
Margarito added that, unlike many dotcom brands, he would not be ’piling
into TV, posters and press’.
’We don’t have a huge budget and we will be using it tactically. We’re
using an escapism strategy, designed to target people at work.’
He was cautious about naming particular media vehicles, but confirmed
that the net and radio were likely to play significant roles. ’We want
to get across the fact that HolidayExpert has a genuine unique selling
point - if it didn’t, it would not have attracted investment in the
first place,’ he added.
HolidayExpert was launched last month by ex-Thomson sales director
William Burton. Designed for the ’discerning traveller’, it matches
users’ holiday requirements with a database.
Meanwhile, Thomas Cook Online is also positioning itself as a ’one-stop
shop’ for holidaymakers in its first above-the-line consumer advertising
Creative and media for the campaign are being handled by @The Hub, the
partnership between Booth Lockett Makin and TBWA GGT Simons Palmer
(Media Business, 3 April). The pounds 3 million campaign is designed to
target regular travellers and tempt them to book their holidays through
It uses the national press, lifestyle magazines, radio and outdoor.
Graham Deakin, joint managing director of @The Hub, commented: ’The
campaign uses the power of the Thomas Cook brand to raise awareness of
the site as the only place you need to go for online travel.’
He said it would use ’the calm and reassuring voice of a brand leader,
without being drawn into dotcom hysteria’.
Booth Lockett Makin associate director Adam Shoefield added: ’Our
position in the market means we can behave like a brand leader. From a
media point of view that means we can take a more thoughtful and