Cosmos’ social and direct marketing campaign aims to tempt past customers

The Cosmos Holidays customer database is being mined for a direct and social media campaign, designed to encourage past customers to book again for this summer.

The Cosmos Holidays customer database is being mined for a direct and social media campaign, designed to encourage past customers to book again for this summer.

The push offers deals to a number of destinations across Europe, the Caribbean and the Indian Ocean as an extension of the operator’s Really? Sale marketing activity.

Personalised packs remind customers of the last time they ‘checked in’ with the operator, with images of their previous holiday destination together with personalised offers.

Past holidaymakers are also encouraged to create holiday snaps from home and post them on social media, turning sitting rooms into Ibiza nightclubs and kitchens into Italian restaurants.

Customers who share where they want to go on holiday, through Twitter, Instagram and Facebook using the hashtag #wishiwasreallyhere have the chance to win a holiday for four.

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

Sinead Archer, acting head of marketing at Cosmos, said: “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 hand in generating additional awareness.”

The operator has employed direct, digital and social marketing agency WDMP for the activity.

Account director, James Porter, said: “We used the data to recognise 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.”