Direct Holidays asked OTB to create a campaign that would appeal to their consumers and convince them to book the break they deserve. Challenging the status quo was a key component of the brief, as they were going up against larger competitors, so plenty of quirky ideas and communication touchpoints were required to make them stand out.
We envisaged the look on the face of holidaymakers when Direct Holidays delivered on all aspects of a break away – the type of holiday they want, the destination, at the right time of year, all for an affordable price and low deposit. We set about capturing this all-encompassing feeling and the ‘Direct Effect’ campaign was born. Activity included: TV, radio, website, outdoor, direct mail, in-store environment, brochures and a variety of guerrilla projects – all of which were a huge success as the campaign over delivered on all key objectives.