Haven Holiday Home Ownership Makes TV Sponsorship Debut
Media planning and buying agency, Arena Media and the travel and leisure specialist creative agency, SOUK have unveiled Haven Holiday Home Ownership’s first TV sponsorship as part of a wider campaign to raise awareness of the brand’s offering.
Running from 1 March 2015, Haven Holiday Home Ownership will sponsor Afternoons on ITV3 in a deal negotiated by Arena Media, via a series of idents created and produced by Haven’s creative agency, SOUK.
The idents will run daily during key afternoon slots on ITV3, from 2pm to 7pm, including during programmes such as Heartbeat, Wild at Heart and A Touch of Frost, until the end of September. Made up of ten executions, each ident tells one of a number of ‘Stories’ selling the dream of holiday home ownership, from grandparents spending quality time with their families, to a couple indulging their gardening hobby.
The sponsorship is being supported across media channels such as PPC and Digital Display, targeting an ABC1 audience of primarily over 45s.
David Smith, Marketing Communications Director of Holiday Home Ownership at Haven said: "While Haven Holidays has a very high level of awareness among our key audiences, we found that many UK consumers aren’t aware you can actually buy a caravan at one of Haven’s 35 parks across the UK through Haven Holiday Home Ownership. For people that value community and a feeling of home away from home, owning a caravan is a fantastic option, and we’re very much looking forward to selling the dream of ownership; making audiences aware of our offering with this campaign.”
Abi Ward, Group Business Director at Arena Media, added: “With highly targeted media planning, and a range of channels and formats, this campaign will help Haven Holiday Home Ownership reach new audiences and engage with them in fresh ways. We’ve had great success supporting Haven Holiday Home Ownership’s growth by advertising across new media platforms over the last two years and we’re really excited about giving the brand more of an always-on TV presence through this ITV3 sponsorship.”
Bethany Ryan, Account Director at SOUK said: "Every Haven holiday home owner has a story to tell and sponsorship idents provide the perfect opportunity to share these stories in an engaging and interesting way. Each ident introduces a different couple or family and illustrates how owning a Haven holiday home has changed their lives. We filmed real families and couples at an actual Haven park so the idents would feel even more authentic."
Account Manager: Dorothy Elder
Creative Agency: Souk
Media Agency: Arena Media
Planner: Dorothy Elder
Production Company: Souk
Category: Holiday , Travel