Speaking at the agency’s retail conference in Turkey’s Belek this week, head of marketing David McNiven said a weekly competition will run from 26 December 2024 to 3 March 2025 giving customers the chance to win back the cost of their holiday.
The competition is part of a wider campaign that will include three different adverts focusing on each of the Hays’ offerings – long-haul, short-haul and cruise. “We want to make this the biggest turn of year campaign we’ve ever had," said McNiven.
He added the peaks market from Boxing Day through to the end of February was crucial to the agency with 25% of all bookings coming during this period, generating 27% of all profit – a trend Hays is seeing grow.
McNiven said the adverts were currently being filmed, and that they would touch on key issues revealed by Hays’ own consumer research – and Mintel’s prediction the package holiday market will be worth £26.2 billion by 2028.
He said the research revealed 58% of consumers book a package as they are quick and easy to arrange, while 49% do so because they are seeking value for money.
A further 34% said they enjoy having the required extras included in the package, while 30% prefer to deal with only one provider, with the same amount wanting financial protection.
Hays’ chief operating officer Jonathon Woodall-Johnston said once the new television adverts go live on Boxing Day, they will run for the entire year in order to maintain brand recognition with consumers.
The national ads are part of a wider campaign that will see Hays increase spend on regional media, while additional social media marketing will help the campaign reach 150 million people – double last year’s total.
Hays will also be the exclusive sponsor of a new television programme, which will see Gary Barlow take a food and wine tour in Australia.
Meanwhile, Hays agents will be given the chance to win a place on a 10-day Australia fam hosted in conjunction with Tourism Australia and Qantas.
Running from 2 December 2024 to 2 March 2025, agents will receive one entry to the competition for each holiday they book to Australia via Hays’ in-house tour operator Vista. Those including an international Qantas flight will qualify for an additional entry.
