Creating a more integrated Country Cottages brand for Hoseasons

Campaign summary

The Hoseasons Group, Country Cottages brand, offers the finest collection of hand-picked holiday cottages in England, Scotland, Wales, Ireland, France and Italy. We worked with the UK's market leader to strengthen their brand and refresh their image as a springboard for future growth.

Brief

Brass was recruited by the Hoseasons Group to update the creative and strategic approach to their Country Cottages brand family, then to deliver this through a clear brand strategy and hierarchy that would result in a more coherent and compelling presentation of the brand across all their marketing activity.

The approach

We undertook a full review of the Country Cottages brand, with Brass specialists in brand identity, digital, direct marketing and print design all contributing to the resulting integrated approach. Whilst English Country Cottages was the original and still dominant product brand (the marque itself was to be retained) it was important that we created a 'family' identity that could unify all their other 'country cottages' products ie. Welsh, Scottish etc. Following customer research, we introduced a more defined set of brand colours, marque and tone of voice for each sub-brand which gave clear differentiation to each product offer whilst allowing them to have a unified presentation when promoted together. Taking many of the learnings we have built up through over 25 years experience of the travel sector, we have gone on to handle the design and artwork for their five country cottages brochures, advertising, direct marketing - including launch packs,  mailers and over 300 brochure pages  - plus  web design across the entire Country Cottages brand family.

Results

Our work has resulted in a more coherent and consistent presentation of their brand and a stronger communications platform from which to grow. In the face of some challenging market conditions for the whole travel industry, Country Cottages continues to lead the market in the rented property sector and is better placed to capitalise on future opportunities.