Flash sale site Secret Escapes kicked off the first phase of its marketing campaign last night on Channel 4 with a slogan of the 'worst kept secret in luxury travel.'
The advertisement will run for February across a number of television channels with the aim of reaching people the site might not otherwise attract.
It is part of a £3 million above the line marketing campaign which will run over the course of the year.
Tom Valentine, Secret Escapes managing director says:
"Online is very different, it's people who are looking for a a holiday break. On television the target type is a person that probably doesn't know we exist. We're not the most massive brand right now so it is about telling people about Secret Escapes now."
He adds that the company aims to double membership from its current base of just over a million in a year and is currently recruiting one new member by word of mouth for every member it otherwise acquires.
The ad will be supported by communications with the site's existing member base as well as social media and other digital activity.
Secret Escapes, which was founded a year go (TLabs here), announced details of second round funding in October as well as a string of partnerships including a deal to provide hotels and city breaks to lifestyle site Achica via a white label.
Here's the ad in full: