Less 'aggressive' image scores results for Club 18-30 as sales climb

by Julia Pearlman, Brand Republic 15-Mar-05, 13:00

LONDON - Club 18-30 has scored a 30% hike in sales after the launch of its latest £1.5m marketing campaign, created by Saatchi & Saatchi, which marked a move to adopt a 'less aggressive and male' image.

The increase in popularity for the youth brand, which insists it is not moving away from its popular package deals and will continue to promote itself as the "ultimate party people", has led to extra flights being introduced to the summer 2005 programme.

This includes an additional high-season flight to Greek destinations from London Gatwick with sales set to exceed summer 2003 levels if the trend continues, following the 30% sales rise in the south-east.

There have also been increases in bookings for departures from London Luton and Stansted airports.

Club 18-30 responded to changing tastes, with the Thomas Cook youth brand looking to attract a new generation of travellers who want more flexible ways to travel with extra activities such as scuba diving, paintballing and spa treatments.

The campaign revolved around the Be on the List website that allows people to register online, where they will be offered a range of activities and the chance to win tickets to exclusive Club 18-30 parties.

It included press, poster and radio ads supported by advertorials, viral emails, online advertising, as well as Wap and MMS, PR and exclusive competitions.

Stephen Vaughan, Club 18-30 head of worldwide sales, said: "We are delighted to see sales returning to 2003 levels in the South East, confirming our new marketing strategy is already delivering positive results for the brand."

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