Ocean Village has selected Harvest Digital to create an online advertising campaign to promote its Winter Caribbean cruises.
The online marketing agency is producing digital creative and planning and buying media designed to promote the brand online, integrate with the broadcast activity and increase cruise bookings.
Harvest has designed creative which supports Ocean Village’s more informal cruising message in a range of different formats. One execution supports the TV campaign and a second highlights the key points of difference of an Ocean Village cruise. Both creative routes promote the £599 price and end with animated ship imagery and a ‘Click to cruise’ button.
Harvest Digital has negotiated media across travel sites including TravelSupermarket.com, Tripadvisor, and Teletext Holidays. The agency is also using geo-targeting activity to integrate with other marketing initiatives including TV, radio and print advertising in the Yorkshire, Granada, Central and ITV West Country regions.
The campaign aims to encourage people to click through to www.oceanvillageholidays.co.uk where they can research and buy cruises as well as sign-up for special offers and request brochures.
Online bookings receive an extra 5% discount, and cruises can also be purchased by telephone and through an ABTA travel agent.
Gill Haynes, head of marketing for Ocean Village, said: “Our TV advertising has delivered a big increase in sales and now we want to support that with online advertising, especially since so many of our customers research their cruises online before they buy.
“We selected Harvest Digital because of their experience in digital marketing for the online travel sector, and especially because they have worked for other cruise companies.
“The internet is an efficient way for us to reach customers which means we can continue to offer great value cruises in a challenging economic climate.”
Emma Wilson, managing director of Harvest Digital, added: “Our research shows that consumers are increasingly using travel sites to compare user-generated reviews and investigate destinations and providers before they book.
“Therefore, we have booked media on these sites to promote the brand at key points in the research process. The online advertising reinforces the quirky, informal positioning the brand has developed in the other marketing activity and builds on exposure to that activity to drive direct response bookings.”
Ocean Village’s autumn TV and radio activity is voiced by Tamzin Outhwaite and highlights the range of activities available on an Ocean Village cruise. It is supported by a national print media campaign featuring a mix of inserts and advertorials and a direct mail campaign to over 250,000 new and existing customers.