This week, Cosmos Holidays launches a new direct campaign as part of its Really? Sale marketing activity. The campaign offers holiday deals to a number of destinations across Europe, the Caribbean and the Indian Ocean for Summer 2015.

The direct campaign, created by 2015 MAA and Travel Marketing Award nominee, WDMP, is targeted at customers who have previously booked their summer holiday with Cosmos. The personalised packs remind customers of the last time they ‘checked in’ with Cosmos, with images of their previous holiday destination and supported by personalised offers, showcasing the breadth of locations that the independent tour operator has to offer.

To give the campaign greater reach, Cosmos is encouraging customers to create holiday snaps without leaving their homes. By turning sitting rooms into Ibiza nightclubs and kitchens into Italian restaurants, customers can share where they really want to be on holiday through Twitter, Instagram and Facebook using the hashtag #wishiwasreallyhere. Customers entering will be in with a chance of winning a holiday for four.

The mail pack uses familiar social icons as a visual reference to the competition, making it easy for customers to share photos and memories of previous holiday destinations as part of their everyday social media activity.

Using Cosmos’ customer database, WDMP were able to identify previous customers to re-engage. WDMP were also able to identify those who had previously booked holidays to destinations that are featured in the Really? Sale within the last five years, targeting these customers with specific offers. The Really? Sale campaign and competition is also being promoted through above the line radio, national press ads and social channels.

Sinead Archer, Acting Head of Marketing, Cosmos Holidays, comments: “This campaign is all about encouraging customers that haven’t booked in the last few years to consider Cosmos again – getting them excited about the breadth of destinations we offer. We want to banish the winter blues by sharing inspirational imagery within the direct campaign, tapping in to customer feelings of needing an escape to the sunshine.

To supplement the awareness of the Cosmos brand and the Really? sale, we had a key focus on our digital presence as we know it could play a key focus on our digital presence as we know it could play a key hand in generating additional awareness. With WDMP’s expertise we’ve been able to produce something that we feel will really drive engagement and shareability across social channels.”

James Porter, Account Director, WDMP, adds: “We used the data to recognize where and when the Cosmos customers last travelled with the company.

We wanted to use knowledge of customers to pique their curiosity by acknowledging their last holiday visually and then using glorious beach images to inspire customers to re-engage and book their next trip with Cosmos. We feel the final creative really taps in to the modern behaviour of sharing holiday snaps through social media.”