Cosmos is launching an engaging new direct mail campaign to promote Florida as the best family summer holiday location and drive bookings for its Florida holiday deals for summer 2012 and 2013. The campaign earlier this year created by direct response and relationship marketing agency WDMP, is the first to use the brand’s new look and feel following its complete rebrand
It therefore features a bold black ‘chalkboard’ style to create stand out and reflect the new Cosmos branding throughout the pack.
The annual summer holiday is one of the biggest buying decision across the whole family each year, when parents need take into account all the likes and dislikes of their children and find the best holiday that meets all their needs. For this reason, WDMP’s creative strategy for the pack has been to make it appeal and connect with the whole family, getting everyone excited by all that a Cosmos Florida holiday has to offer and involving them in choosing the best holiday for the family.
This approach starts with a black outer featuring Cosmos-style chalk holiday icons and a bespoke die cut window revealing an intriguing image of a black and white SeaWorld dolphin from the brochure contained inside. Within the pack there is a family ‘countdown’ calendar to go on the fridge, so that the kids will know ‘how many sleeps’ there are until they are in Florida. In addition, there is a sheet of stickers also based on Cosmos-style chalk holiday icons such as an ice cream, beach ball and flipflops which family members can stick in the brochure itself next to the thing they would like to do most. In this way, the destination with the most stickers will be a family must-see.
The brochure itself incorporates a range of offers and content from Cosmos’s Florida partners, as well as great holiday and hotel offers direct from the company itself. It features trackable discount codes and offers recipients the choice of responding online, by phone or via a QR code response mechanism which is being trialled for the first time.
To target the campaign, WDMP has sourced around 70,000 of the hottest prospects for a Florida family holiday using rigorous data profiling of the existing Cosmos customer base and wider industry lists.
Debbie Pearce, Head of Marketing at Cosmos, comments, “The use of our new look and feel in this pack is a real evolution which brings to life our great new brand in a really engaging way. The offers, creative and range of response opportunities stand us in good stead for great results this year and beyond.”
Craig Wheeler, Managing Director at WDMP, adds, “By engaging the whole family the Florida mailing is a step change and takes Cosmos’s Direct activity to another level. It will be interesting to assess the impact of this approach as well as using a QR code versus the traditional channels.”