MyTravel.com pushes late deals with Zenith Interactive campaign

MyTravel.com, the holiday deals website, is launching a six-figure online advertising push to promote its late availability holiday deals.

Zenith Interactive Solutions has created an online strategy for the website, the online arm of Going Places, which is also to relaunch as MyTravel later this year.

The creative for the campaign, which will include banners and Live Ads, where offers and deals can be updated daily, has been developed by DFGW.

The advertising will raise awareness of MyTravel. com's late availability summer holidays and breaks. The main aim of the activity is to generate sales, but the MyTravel.com site uses CRM software to build longer-term relationships with customers.

The campaign will run on the travel sections of main portals and specialists such as cheapflights.com. It will also run on selected lifestyle sections of sites including MSN and handbag.com.

ZIS is tracking responses to the campaign to judge its effectiveness. Some of the creative executions will also build awareness of the new travel auction section of MyTravel's website.

MyTravel, which launched six months ago, has recently updated its website to offer visitors a full holiday booking service, incorporating holiday details, availability and making reservations.

The website has not yet been backed by offline advertising. ZIS ran a small online campaign in January soon after its launch, but the new activity is the biggest yet.

The DFGW art director, Mike Honey, created the campaign and it was produced by Paul Hardy.