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Cosmos Holidays recreates Florida family fun with ‘Big Kids’ campaign

Wednesday June 18, 2014 at 5:38pm
Cosmos Holidays is running a direct campaign to promote Florida as the ultimate family holiday location for summer 2015, including a Facebook competition to win a family trip to Florida. The campaign, created by agency, WDMP, aims to showcase the breadth of the Cosmos holiday experience by positioning Florida as a destination for ‘Big kids and the little ones too’. The Facebook competition offers people the chance to win a family trip by digging out old photos of memorable moments from past family holidays, then recreating them today. They then have to upload both photos to the Cosmos Florida Facebook page and the photo with the most likes will win the holiday. Other social channels including Twitter are also being used to create awareness of the competition and help kick-start activity around the Florida campaign. WDMP’s creative strategy is positioning Florida as a destination with something to offer for everyone. The campaign uses both Social Media and DM to broaden its reach. A brochure style direct mail piece uses imagery from Cosmos’ partners – including Universal Studios, Walt Disney World and SeaWorld – to capture attention and highlights some of Florida’s new rides and attractions including Harry Potter World. WDMP created the mailing list by taking families with one or more children who had previously booked or enquired into Cosmos holidays to Florida or Lapland, profiling the data to identify what makes a typical Florida holiday customer and overlaying this with lifestyle data lists to boost the target audience. Sinead Archer, CRM manager at Cosmos Holidays, comments: “This campaign is about increasing awareness of Florida’s easy accessibility as well as the appeal it holds for the whole family. Using social channels to enhance the campaign is a key element and will also help create those feelings of nostalgia and anticipation around family holidays, while driving engagement and share-ability.”
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