Direct Holidays offers price pledge in marketing revamp
Thomas Cook brand Direct Holidays is shifting its focus to direct marketing, as part of the brand's repositioning plans.
While the travel company will still compete with similar holiday operators, it aims to sell cheaper holidays without compromising customer satisfaction.
The brand will focus on customer analysis in a bid to develop targeted customer communications through inserts, brochures, emails and direct mail.
It will launch its first campaign under its new strapline, 'Direct Holidays-same holiday for less' and through its newly appointed agency, Outside the Box (precisionmarketing.co.uk) later this month.
The drive will be supported by the launch of two new brochures, Wintersun 2008/9 and Summersun 2009, which will feature the new look and feel along with offering more holidays, more destinations and more local departures.
The brand will also offer a lowest price guarantee, alongside a series of incentives.
Direct Holidays executive director of marketing Simon Carter says: "Direct Holidays is a big advocate of direct marketing. We will expand and grow the business to become more focused on CRM and retention.
"We will also be doing lots with our database, such as segmentation and analysis to ensure we understand our customers. We will be looking at when our customer go away so we can offer money off vouchers, as part of an incentivised plan."
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