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McCann Manchester

Core disciplines: Advertising/Creative, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2017

 

CREATING AND LAUNCHING COTTAGES.COM INTO A CROWDED AND COMMODITISED HOLIDAY MARKET

 

CHALLENGE

Wyndham Vacation Rentals own a number of brands; Cottages4You, English Country Cottages, Welcome Cottages and many more. From January 2015, we worked with them to develop Cottages.com – a new brand that would aggregate all their cottage properties across Europe. We had the task of launching Cottages.com into a crowded marketplace, and establish it as a market leader within 12 months.

SOLUTION

We saw the opportunity for Cottages.com to challenge the commodity market place, where competitors in the market fixed on the benefits of individual holiday cottages properties. In truth… they are online directors. This allowed us to get into a far more emotional area, and to stand out from the pack. Everything we created sought to show Cottages.com expertise in what makes a cottage holiday great.

We developed “Whatever You Are Looking For In A Cottage Holiday”, an idea that enabled us to present multiple scenarios and multiple personas all enjoying different types of holiday whether it be romantic, family, active or just indulgent and relaxing. Positioning Cottages.com as the enabler of these great breaks, and an expert advisor on how to the find them.

We were responsible for creating and launching the brand- from brand definition, visual identity, proposition research, website design and migration from previous brands, SEO, creative development, TV & digital advertising, paid social and evaluation.


RESULTS

Within 12 months, prompted awareness of Cottages.com moved from 0 to 8% and our digital campaign was cited by google as outperforming their best in-class metrics by 300%.

 

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