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English Country Cottages: How advertising helped a brand leader in the holiday self-catering market
English Country Cottages: How advertising helped a brand leader in the holiday self-catering market
English Country Cottages: How advertising helped a brand leader in the holiday self-catering market
1982-86 press campaigns. Company does not use travel agents but goes straight to consumer. Market described. National and local media tried out as well as women's magazines. Success was evaluated in terms of the number of weeks sold, cost per week booked and conversion rate of enquiries. Improvement seen in profitability.