How could MADE create awareness and a personality/ face for the Direct Holiday brand, which otherwise predominantly operates on line and over the telephone? Direct Holidays wanted to speak directly to their primary target of the C-D demographic with a strong emphasis on families during the Summer holiday period. To visit many locations in a limited time frame around the country to reach a high number of families?

- To create awareness and a personality/ face for the Direct Holiday brand, which otherwise predominantly operates on line and over the telephone. - To effectively communicate the fun, friendly, good and helpful values of Direct Holidays - To speak directly to Direct Holidays primary target of the C-D demographic with a strong emphasis on families during the Summer holiday period? - To visit many locations in a limited time frame around the country to reach a high number of families?

A fully branded experiential set took a 20 date tour visiting shopping centres throughout August. Four days at five key locations; Ireland, Scotland, Newcastle, Birmingham & Bristol. A mixture of Direct Holidays and MADE employed staff were onsite to distribute branded merchandise and offer precise advice on current holiday deals. The set attracted masses of crowds through its interactive elements. elements such as a caricature drawings, a competition, free goodies and cut out stands.

- Total Numbers Days: 20 - Total number of goody bags distributed : 19,850 - Total number of holiday brochures distributed: 16,900 - Total number of competition entries: 4,243