Cox & Kings is to embark on a major digital advertising campaign to target the over-45s as part of a wider drive to increase direct bookings through its website.
The 150-year-old tour operator will use a number of niche online channels to raise the profile of the company after signing a partnership with marketing firm Blowfish Digital.
Another element of the marketing campaign will be to increase the number of brochure requests via the website and attract consumers to the operator’s email bulletins.
Cox & Kings marketing director Philip Grierson said: “As more people use the Internet to search for holiday destinations our online business is fundamental to the success of Cox & Kings.
“The tailor-made holidays we provide are very popular with the 45+ market and we need to make sure that they are aware of our range of products and services, as well as special offers.”
Cox & Kings joins the likes of eBay, Agent Provocateur, La Senza and Auto Europe on the client roster and Blowfish.
Blowfish managing director Farhad Koodoruth said: “We have a great deal of experience in delivering ads through channels that reach defined markets and will be using our expertise to ensure that we hit the right target for Cox & Kings.”