Holiday Extras this week launches a revamped identity designed by Team Saatchi as the company moves from a business-to-business brand into the consumer market.
Formerly known as ABC Holiday Extras, the company is well known within the travel trade industry, but the Team Saatchi work represents the first time it has marketed directly to consumers.
The company’s services include organising hotels, airport accommodation, money transfers, and other extras associated with travel.
Holiday Extras chief executive Michael Parker says the group’s work is part of a ‘total communication programme’, which started with a ‘review of [the company’s] positioning and brand strategy, led to an identity [refresh] and literature review and finally to an advertising campaign’.
According to a Team Saatchi spokesman, the identity and multi-media advertising campaign, which is appearing initially in national newspapers, focus on the core proposition of ‘taking the stress out of going on holiday’.
The campaign includes a series of advertisements with headlines such as ‘Driving to the airport in your pyjamas?’ to dramatise the stress-free benefits that can come from using the Holiday Extras services.
The proposition is based on Holiday Extras-commissioned research, which highlighted that 30 per cent of people spend the first few days of their holiday recovering from the journey, he adds.