Author: Ian Dommett |
Scottish Awards 2001
The Launch Of Direct Holidays In Republic Of Ireland
Launching a new product from an unknown company in a new market
Executive Summary
The basis of this submission is that Direct Holidays, a Glasgow-based holiday company, launched in Ireland in August 1999 with spectacular success.
This was more than just the launch of another package holiday company into a mature market. Direct Holidays was an unknown company in Ireland. There was no 'direct sell' market...