Haven launches unique video-in-email campaign

UK Holiday company Haven is creating a travel industry first with the launch of its innovative new email campaign to entice guests to visit the company’s new website, www.haven.com. The campaign, created by online behavioural marketing and analysis company RedEye, uses state-of-the-art video technology within the email to bring the Haven holiday experience to life by showing a ‘holiday video’ shot at one of its flagship Parks, Devon Cliffs. The aim of the video is to bring Haven to life and engage with recipients at this early time in the holiday booking season – ultimately with the aim of encouraging them to research and book their holiday online with Haven

The video plays as soon as the recipient opens the email, and shows examples of some of the facilities its 35 Parks have to offer and the fun that guests and their families have, whatever the weather. The email will also include links to other videos on haven.com, and provides information on its high standard accommodation, the launch of more golf courses and adventure golf at a number of Parks along with new bars, restaurants and refurbished ShowBars, plus a great selection of sports action for everyone. In addition, it announces the company’s new luxury Park, Far Grange in Yorkshire.

Haven has decided to use video-in-email as a result of consulting with customers and identifying that they wanted to have a greater interactive experience with the brand before booking, to obtain a real ‘feel’ of the experience they can expect to have on a Haven holiday.

Alison Dunn, Head of E-Commerce at Haven, comments, “Haven is a really forward-thinking, innovative company and we believe that our ground-breaking use of video-in-email reflects this and gives us the ideal medium with which to show potential guests how fantastic a holiday in one of our Parks can be. Digital media gives us the chance to be truly interactive and RedEye’s campaign really brings the Haven experience to life.”

The email is being targeted at over 100k previous bookers and also people who have shown a past interest in the brand. Overall, the ‘still’ creative for the email campaign features bright colours to stress the element of fun and also bold, happy family shots of people enjoying their Haven holiday.

Matthew Kelleher, Commercial Director at RedEye, adds, “Good email marketing engages customers and prospects, and we are constantly looking for ways to increase engagement and results for our clients. We are therefore very excited that Haven have adopted this innovative approach as we believe that it will create real resonance in the marketplace and reflects the brand’s original thinking.”

Haven has created its new website to bring consumers up-to-date with its 2008 holiday season and to bring it in line with the brands values. The email campaign is part of a drive to achieve even higher levels of bookings online as part of the company’s efforts to reduce its carbon footprint by ‘growing bigger, and using less’. Through a variety of new practices across its 35 Parks it has reduced total energy consumption by 10% over the last two years.

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Matthew Kelleher at RedEye: Tel: 01908 340 990 Email: matthew.kelleher@redeye.com

Alison Dunn person at Haven: Tel: 01442 230 300, Email: Alison.dunn@bourne-leisure.co.uk

Susan Perolls at Loudmouth PR: T 020 7981 9858, E susanp@loudmouthpr.co.uk

Published on: 12:00AM on 10th December 2007