Newmarket Holidays has upped the ante with a new burst of media activity that brings TV advertising into the brand’s marketing mix for the first time.
The latest campaign – planned in partnership with Guerillascope – builds on the award-winning tour operator’s digital activity across programmatic, PPC and social media.
Coupling the personalised, hyper-targeting credentials of online with the brand-building clout of TV advertising, Newmarket’s profile is expected to rise significantly with the deployment of premium spots across the likes of Channel 4, ITV Breakfast, ITV 3, Dave and Channel 5.
The strategy is underpinned by behavioural analysis of the company’s core ABC1, 50+ demographic, with both the audience’s penchant for live TV viewing and appetite for online research during the purchase journey guiding the planning process.
Commenting on the campaign, David Sharman, Commercial Director at Newmarket Holidays, said: “This is Newmarket’s first foray into TV advertising, so we’re really looking forward to seeing the impact it has. Guerillascope has put together a brand awareness strategy we believe will not only elevate the company’s profile and drive online performance, but also enhance our media and travel agent partnerships. For us, TV is a logical progression that matches our ambition.”
Eponine Wright, Brand Director at Guerillascope, said: “It’s refreshing to partner with a brand that is willing to try new things; online and television work so well together as signposts along the customer purchase journey, so for us this represents the natural evolution of a campaign that continues to build momentum. We firmly believe that companies who have the courage to invest during uncertain times will reap long-term dividends.”
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