Diffusion wins Secret Escapes retainer for UK work

Luxury travel brand Secret Escapes has appointed Diffusion as its retained consumer agency in the UK.

Secret Escapes: Offering luxury breaks
Secret Escapes: Offering luxury breaks

Diffusion won the brief off incumbent agency Four Communications in a competitive pitch to work with the members-only travel club, which sells high-end breaks online at a discount.

The agency has been charged with moving Secret Escapes out of the travel pages and broadening the brand’s appeal through national, consumer and lifestyle media.

The campaign will focus on promoting Secret Escapes’ expertise in providing members with good value, handpicked destinations.

Rob Day, editor at Secret Escapes, said: ‘We were looking for an agency to develop an approach that significantly increases our share of voice across broader national lifestyle media, as well as the travel sections. All of our marketing channels are tested and analysed, and Diffusion understood how important it is for us as a young, growing business to track the success of our campaigns and ensure we have clear and focused objectives.

‘Its plan also reflects our big ambitions as a challenger brand within the travel sector, with creative ideas that will really tell the story of why Secret Escapes should be top of mind when you’re looking to book an affordable luxury getaway.’

Alongside the consumer campaign, Diffusion will also be building the profile of Secret Escapes’ management team as travel industry leaders and positioning the firm as one of the UK's most successful start-ups in the past decade.

Founded in 2011, Secret Escapes has more than three million members and launched in Germany and Sweden in 2013.

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