Cottages4You developed as an online brand to promote cottage holidays in the UK and Europe. Following market research, it identified the potential of expanding this offer into the offline environment. Cottages4You approached prego* to develop the brand positioning and execution, which would be used both off and online.

Audience Insight

Customers in the market for a cottage holiday want choice, and lots of it. Some want the coast, others the country. Some want quiet, others want active. Some want the UK, others want Europe. Some want to go with their families, others want to head off with friends.

Because of the breadth of range of the offer, Cottages4You are able to meet every customer’s demands of a cottage holiday, be it a family cottage near the sea, a romantic hideaway or a pad in the city. Whatever you wanted, you could get it with Cottages4You.

The Big Idea

We positioned Cottages4You as the provider of the widest range of cottage holidays anywhere (their portfolio extended to more than 30,000 properties). Yet because research revealed that quoting figures as big as this was intimidating (‘How will I find one amongst all that lot?), we had to find a different way of doing it.

Our solution was centred around the campaign and strapline ‘Which one’s for you?’ It invited exploration and implied breadth, without using big scary numbers.

The Execution

Using different customer groups with different cottage holiday requirements, the executions allowed people to say what they wanted. “We want one near where the kids can run all day”; “We want one where the dog can come too” “We want one on the slopes”.

The integrated campaign was executed on TV, online, in national press and via direct mail.

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