The campaign uses postcard inserts, and radio and online ads, to tell prospects they can find their perfect holiday match at and win one of 30 iPod Nanos. The online ads were created by E Lawton and the rest by Killer Creative.
Clare Burns, Club 18-30 marketing and communications manager, said: "While this is a fun campaign that should appeal to our target audience, it will also provide Club 18-30 with valuable data about what our customers want and expect from their holidays."
The campaign strapline is "Ever get the feeling you're in the wrong place?" and the postcard inserts in magazines such as Nuts and Heat show situations such as a girl, dressed to go clubbing, stuck in a muddy rock music festival.
This activity will be followed by radio ads and promotions on Galaxy FM in April.
Having enjoyed a high-profile from saucy ad campaigns created by Saatchi & Saatchi over the last 10 years, the Thomas Cook-owned brand is turning towards a more direct model aimed at generating bookings through its website. However, it retains a relationship with Saatchi & Saatchi, which created a poster campaign for the brand last year.
Data company Alchemetrics was recently engaged by UP Trips, the Thomas Cook division that houses Club 18-30 and other brands such as Flexible Trips, to develop its customer database.
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