Haven bids for brand reappraisal
Haven Holidays is launching a TV ad to highlight the “simple pleasures” of a family beach holiday in the UK.
The spot will attempt to show that its parks offer a “unique” holiday experience where “lasting family memories are made”.
Haven’s previous TV ads have focused on the activities and facilities available at its centres.
Its “Nothing beats a holiday by the seaside” campaign breaks launches online today (18 December) and will air on TV from 22 December. The ad, created by Souk Advertising, features 80s track Echo Beach by Martha and the Muffins.
The leisure brand is also ramping up its use of social media to build a year-round connection with consumers beyond their visits to the holiday parks. It admits that it “came late” to social media but will put more emphasis on it next year.
Kirsty Allford, Haven Holidays media marketing manager, says: “The object of this campaign is to remind people of the magic of a British Seaside holiday. We want to inspire families to experience it with Haven. We’ve done a lot of research with our guests and from this we discovered that families worry about the pace and quality of their urban life. They long for the simple holiday pleasures that they remember as children where kids could run around freely, play in the pool, go to the beach, be safe and have fun, and this is just what a Haven family holiday offers”.
Haven operates 35 coastal holiday parks in the UK. More than 70 per cent of its visitors are C1 and 2 demographics but says that it has seen an uplift in guests from AB demographics.