Launching Villas for Jet2holidays

Brief

Jet2holidays, a leading travel company, had recently expanded its offerings to include luxury villas as an alternative accommodation choice for its customers. While the brand was already well-known for its package holidays, the marketing team wanted to promote the new villa option to existing and prospective customers in a way that reflected the aspirational, luxurious nature of these holidays.

Red C, a specialist direct mail agency, was tasked with creating a campaign that would communicate the appeal of villa holidays while maintaining the high standards of the Jet2holidays brand. The challenge was not simply to highlight prices or deals, but to craft a narrative that would showcase the unique experiences, comfort, and lifestyle benefits of choosing a villa over a standard package holiday.

The client’s objectives were clear: drive awareness of the villa offering, generate interest among customers who traditionally booked package holidays, and ultimately increase bookings. Red C’s approach combined strategic direct mail strategy, high-quality direct mail design and copywriting, and creative execution to deliver a campaign that would engage, inspire, and convert.

Approach

Insight and Strategic Planning

The first step in the project was understanding the target audience and how they approached holiday booking decisions. Red C conducted an in-depth review of Jet2holidays’ existing customer database, analysing booking behaviours, holiday preferences, and demographic insights. The aim was to identify which segments were most likely to be interested in a villa holiday and tailor messaging accordingly.

This analysis informed the direct mail strategy. Rather than presenting the villa offering as simply another option alongside package holidays, Red C recommended adopting a more editorial and aspirational approach. The goal was to position villa holidays as a luxurious experience that appealed to a variety of motivations—family getaways, romantic escapes, and lifestyle-oriented travel.

The direct mail strategy also included segmentation. Different customer groups would receive targeted communications highlighting aspects of the villa experience most likely to resonate with them. Families would see content emphasising space, amenities, and child-friendly features; couples would be inspired by romantic retreats and exclusive settings; and lifestyle-focused travellers would be drawn to luxury features, unique interiors, and high-end experiences.

Creative Direct Mail Design and Copywriting

Once the strategy was agreed, Red C developed a series of direct mail templates designed to combine elegant visuals with compelling, persuasive copy. The design focused on capturing the aspirational nature of villa holidays while ensuring clarity, readability, and strong calls-to-action.

The direct mail design and copywriting emphasised the benefits and experiences of staying in a villa: privacy, flexibility, luxurious interiors, and the freedom to enjoy a holiday on one’s own terms. High-quality photography showcased stunning villas, landscaped gardens, infinity pools, and breathtaking views, evoking a sense of escape and indulgence.

Copywriting was tailored to each segment of the audience. Headlines and subheads were crafted to immediately capture attention, while body copy highlighted unique selling points, lifestyle benefits, and experiential elements. Calls-to-action were strategically placed throughout the mailer to guide recipients toward exploring available villas online, requesting more information, or booking directly.

In addition to the aspirational content, practical elements were included to ensure a balance between inspiration and conversion. Information such as location, villa size, and key amenities was presented clearly to help potential customers understand what made each villa unique and suitable for their needs.

Editorial Approach

Red C recommended adopting an editorial approach for the mailing rather than a purely promotional tone. The focus was on storytelling and lifestyle content, designed to engage readers on an emotional level. Articles and features highlighted different villa experiences:

  • Family Getaways – Emphasising spacious properties, child-friendly amenities, and activities suitable for all ages

  • Romantic Retreats – Showcasing secluded villas, private pools, and intimate settings perfect for couples

  • Luxe Lifestyle – Highlighting high-end properties, luxury features, and the aspirational aspects of villa living

This content approach allowed Jet2holidays to differentiate its villa offering from traditional package holidays and competitors. It positioned the villas not just as accommodation but as a lifestyle choice, appealing to the desires and aspirations of the target audience.

Personalisation and Targeting

To maximise engagement, Red C incorporated personalisation into the direct mail design and copywriting. Recipients received content tailored to their travel history, preferences, and previous bookings, making each mailer feel highly relevant.

For example, customers who had booked family holidays in the past were shown villa options suitable for larger groups, with copy highlighting activities and facilities for children. Couples or solo travellers were presented with options focusing on privacy, luxury, and unique experiences. This segmentation increased the likelihood of interaction, engagement, and ultimately conversion.

The personalised approach was supported by clear calls-to-action, directing recipients to specific landing pages where they could explore villas in more detail and book their stay. By connecting the direct mail to the online booking experience, Red C ensured a seamless journey from inspiration to conversion.

Testing and Optimisation

Red C implemented a programme of testing and optimisation to maximise the effectiveness of the campaign. Different design layouts, copy variations, and imagery were tested to determine which combinations resonated most strongly with each audience segment.

Subject lines, headlines, and calls-to-action were A/B tested to ensure that the copy engaged recipients and encouraged them to open the mailers. Visual treatments were evaluated to identify which images and layouts created the most aspirational impact and reinforced the luxurious experience of villa holidays.

This iterative approach allowed Red C to refine the direct mail design and copywriting, ensuring the campaign continually improved in effectiveness and delivered the strongest possible results.

Measuring Success

Red C provided comprehensive reporting on the campaign’s performance, tracking metrics such as:

  • Response rates and enquiries generated from each mailer

  • Online engagement via personalised landing pages

  • Conversion rates and bookings resulting from the direct mail campaign

  • Feedback from recipients through surveys and follow-ups

These insights allowed the team to understand which elements of the direct mail strategy were most effective and informed future communications. The campaign demonstrated the value of a strategic, targeted, and creatively executed direct mail approach in driving both awareness and bookings.

 

Conclusion

The villa-focused direct mail campaign for Jet2holidays proved to be a resounding success. By combining strategic direct mail strategy, expertly crafted direct mail design and copywriting, and targeted segmentation, Red C transformed a new product offering into a compelling, desirable proposition for customers.

The campaign generated high levels of engagement, led to increased enquiries, and ultimately converted into bookings. It demonstrated the power of using editorial content and aspirational storytelling to complement promotional messaging, appealing to the emotions and motivations of the target audience.

Following the success of the initial mailing, Red C was commissioned to develop a follow-up campaign with a focus on popular destinations such as Majorca, Lefkas, and Lanzarote. This second mailer introduced exceptional villas and featured additional aspirational content, reinforcing the luxury experience and appealing to customers seeking premium holiday options.

The villa campaign has since become a regular communication, moving from a one-off test to a twice-yearly direct mail programme. This ongoing success highlights the effectiveness of a structured direct mail strategy, creative design and copywriting, and data-driven audience targeting in delivering measurable business results.

Through this collaboration, Jet2holidays has established a scalable and repeatable model for promoting new offerings via direct mail. The campaign exemplifies how a specialist direct mail agency can combine insight, strategy, and creative execution to produce campaigns that engage customers, drive bookings, and enhance brand perception.