A Cornish company is set to launch a £2 million national advertising campaign to help turn it into a household name.
When thinking of Cornwall’s best-known businesses, brands such as Ginsters and St Austell Brewery spring to mind, but perhaps not HotelDirect.co.uk.
However, the Truro-based hotel booking agency, which was founded in 1997, has a significant online presence and an annual turnover of £20 million.
And it has created a big-production 30-second television commercial, featuring the Superman-esque character ‘Hotel Derek’, which is due to debut on ITV, Channel 4 and Sky, from early June.
The ad cost Hotel Direct £250k to create, and the company will be spending a further £2 million on television media costs within the next year.
Director Mark Wilson said: “We’re already a strong company on the internet with over 1 million customers. The purpose of our new television campaign is to springboard Hotel Direct into a household name. The Hotel Derek campaign will dramatically present our brand and unique hotel deals to a much broader audience.”