A new viral marketing campaign for Direct Holidays, part of the Thomas Cook group, has been created by Outside The Box (OTB).

The Leeds based agency has created the campaign of three virals which will feature on YouTube, Bebo and Facebook.

The virals are the beginning of a wider campaign which will include inserts in national and regional publications, press advertising, door drops, radio, billboards, store revamps and an a series of exclusive road shows and tailored direct mailings to over half a million households.

Eleanor Sheppard, head of marketing at Direct Holidays, explained: “We wanted to build our brand name and reputation with a new audience. OTB devised a powerful viral campaign to do just that. It’s fun, it’s quirky and the campaign messaging developed by the team at OTB has been the catalyst for more marketing activity to take us to summer 2010. The elements within the viral campaign will appeal to the full scope of our existing customer base and now potential customers; we’re talking to holiday bookers and travel enthusiasts. We’re keen to promote our value, quality service, and high customer satisfaction; it’s not ‘uncool’ nowadays for younger people to consider this as a deciding factor in their choice of holiday company.

“The crux of our promotion is the premise that our holidaymakers want their holiday feeling to last – it was that good! Thanks to OTB, this viral marketing campaign now encompasses themes that appeal to a wider audience including travel websites and social networking sites, such as Facebook, YouTube and Bebo. Launching now, the campaign features three 60 second clips with surprising but evidently enjoyable experiences brought home from holidays; the sentiment being ‘The Direct Effect – make it last as long as you can.’ We’re delighted with feedback to date."