Direct Holidays' landmark Summer 10 campaign
Direct Holidays has used some of the most famous landmarks in the UK as the backdrop to project its Summer 10 promotion.
The brief was handled by Outside-The-Box (OTB) which aimed to capture the public’s attention in this phase of its integrated marketing campaign for Direct Holidays.
Landmarks for the viral campaign included The Angel of the North in Gateshead, the Marble Arch in London as well as Battersea Power station.
Three 60 second clips were then places on social networking sites Facebook, YouTube and Bebo which featured holidaymakers reliving their holiday experiences - which aided the communication of the range available to potential Direct Holidays customers.
The Summer 10 campaign will be supported by a micro site, direct mail, door drops, in-store activity, regional road-shows and press insert campaigns.
Meanwhile, the new Direct Holidays website will launch later this month.
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Comments
Got to agree with 09:02. Why oh why...? In an already crowded marketplace this is a last-gasp attempt to promote a business that's obviously struggling to keep up with other operators that do a far better job. If this was purely aimed at the UK only holiday audience then I can understand the rationale behind using iconic structures. A bad job gone worse.
I am right.
16 views on You Tube. Got to be money well spent. If they had thought 'in the box' they may have had some success. Digital platforms can only, in the present day, offer support to a main so called 'traditional' campaign.
Has anyone actually read the piece?
"The Summer 10 campaign will be supported by a micro site, direct mail, door drops, in-store activity, regional road-shows and press insert campaigns."
Put in this contect, the projections is a nice bit of seasoning on top of the meat and bones direct response campaign. A bit overly dramatic to call it "a last-gasp attempt to promote a business that's obviously struggling to keep up with other operators that do a far better job..."
I'd agree that projections are hardly 'out-of-the-box', but the Angel of the North one is pretty cool.
Just a standard boring holiday stock shot, used in a forgettable poster design. Why not project something decent onto all those random buildings..?
Some of them are bad – but sticking a bikini on the Angel of the North is nice. I suspect that this was the one and only version presented and the rest are just ads stuck on the sides of flat buildings. Wouldn't make me want to visit their site though.
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