New look for Four Summer 2010
16-06-2010
Do you remember your childhood summer holidays? The excitement of the journey, gigantic ice creams and picnics outdoors whether the sun shone or not. This year’s summer breaks campaign for Four Pillars Hotels takes us back to the summer holidays of our youth and reminds us of the best bits of holidaying in England.
Following the success of the previous seasonal campaigns that MTD created for Four Pillars Hotels, it was important that we built on the brand recognition of the previous 'Four Summer', 'Four Winter' and 'Four Spring' campaigns. We needed a fresh new creative theme for 'Four Summer' that would inspire people and give Four Pillars standout in the competitive leisure market.
This year’s 'Four Summer' campaign rekindles the fond memories of our childhood holidays. These are the types of holidays that people want to recreate for their own families. And for those who don’t have children, it’s about recreating holidays of old for themselves. People want value for money, but they also want a holiday that means something to them.
'Four Summer' is a fully on and offline integrated direct response campaign, which consists of point of sale posters and leaflets, a microsite with search engine optimisation, ads and HTML email blasts. Take a look at the 'Four Summer' website.
The 'Four Summer' campaign that MTD created last year achieved an impressive 40:1 return on investment, so it will be interesting to see how this year’s campaign compares when the results are revealed at the end of the summer.
