Manchester creative agency driven is behind a new record-breaking campaign for staycation specialist Cottages.com.
Direct bookings on Sunday, January 14 were at a four year high, up 18% on the same day last year, with two night breaks up an impressive 41%.
The TV-led creative takes a different approach to promoting cottages.com’s circa 20,000 UK properties. It shows the Morris family, who believe they’ve found their ideal property on cottages.com. Whilst they’re dreaming of the happy times they’ll spend there, however, another family, the Browns, jump in to beat them to it.
The ad showcases a range of different types of properties available but advises viewers to “Book it before it’s gone, at cottages.com.”
Richard Banks, performance marketing director at Awaze, the parent company of cottages.com, said: “The campaign is performing fantastically well, in fact news today shows single day bookings at their highest level since the country was released from lockdown in 2021. We have a huge range of properties available but each is unique, so if customers find their dream one it’s important they book it straight away to avoid someone else nipping in first.”
Graham Drury, partner at driven, added: “It’s great to see Cottages.com breaking records and to be part of their team. The campaign’s “scarcity” style messaging couldn’t be truer for this brand and “Book it before it’s gone, at Cottages.com” is the perfect summation. We’re delighted it’s making a powerful impact on the market.”
The campaign was produced by The Gate. Various formats are now running on TV channels including Sky, Channel 4, E4, Film 4, ITV, ITV 2, Gold, Dave and Alibi, as well as across BVOD, sambaTV, YouTube, paid search, paid and organic social media.
