agenda21 plans brand and targeting campaign for activity holidays from TUI

Thomson Lakes and Mountains, part of the Specialist Holidays Group (SHG), has launched an innovative online marketing campaign to promote summer holidays. The activity optimises digital media advertising planned and bought by independent digital media agency, agenda21. The initiative is the first time that Thomson Lakes and Mountains has invested so heavily in online display advertising and aims to generate holiday bookings directly via the website.

Designed in-house, the creative features a scenic landscape with the tag line ‘Exploring made easy’ targeting the affluent 55+ couples market and encouraging them to go to the site and book. agenda21 has combined takeovers of key sections of and the Daily Telegraph’s travel section with destination targeting on TripAdvisor, behavioural targeting on Exponential and branding activity on major news publishing sites. High impact formats such as a Travel takeover page skin on will be combined with dynamic creative led formats matched to audience segmentation.

David Jarvis, multichannel strategy director SHG explains, ”Traditionally we have allocated our advertising budget to ‘above-the-line’ activity, however the media planned and bought by agenda21 enables us to focus directly on our target audiences as well as building the brand in partnership with The Telegraph and The Guardian. In addition, we are using dynamic banners so that we can develop the creative messaging throughout the campaign, quite a jump considering we have never used online advertising for Thomson Lakes before.”

Pete Robins, managing partner at agenda21, adds, “SHG is taking an innovative approach to this campaign integrating digital media with their offline advertising to create a cumulative benefit. We will be stretching our use of technology and data to test and learn the best mix of branding and response to drive an overall best ROI for SHG.”

The five-month campaign promotes trips to the Italian lakes, Lake Geneva in Switzerland and Lake Bled in Slovenia as well as popular mountain destinations such as Kitzbühel in Austria, Zermatt in Switzerland, Mont Blanc in France and other alpine holidays in Austria, Slovenia and Germany.


About Thomson Lakes and Mountains and Specialist Holidays Group (SHG)
TUI Travel PLC is a FTSE 100 leisure travel company listed on the London Stock Exchange. It was formed on 3 September 2007 by the merger of First Choice Holidays PLC and the Tourism Division of TUI AG. The company mainly serves the leisure travel customer and is organised and managed through four business sectors: Mainstream, Accommodation & Destinations, Specialist and Activity and Emerging Markets. The Specialist and Activity sector consists of six divisions: Adventure, Education, Marine, North American Specialist, Sport, and the Specialist Holidays Group (SHG).

SHG consists of 19 businesses operating from the UK and Ireland. Specialist travel experiences include ski holidays, city breaks, luxury mountain hotels and tailor-made trips to the Far East, Africa, Australia or North America. Thomson Lakes and Mountains is part of SHG with more than 40 years experience of providing lakes and mountains holidays in Europe.

In August 2012, SHG overhauled its marketing strategy and appointed agenda21 and RAPP to handle its integrated media planning and buying accounts.

Press enquiries for Thomson Lakes and Mountains / SHG
Marion Telsnig
020 8939 5027

About agenda21
agenda21 is an independent digital media agency founded in 2005 by three partners, Nick Suckley, Pete Robins and Rhys Williams. Based in London’s Soho, the agency combines data with forensic analysis, smart insight, creativity and practical application. This delivers measurable marketing performance gains for clients including Epson, Burts Bees,, Prudential and DFDS Seaways.

For further information, please contact
Joanna Burton
Marketing Communications Director
020 7036 0700

Published on: 11:46AM on 2nd May 2013