Teletext relaunches holiday service to show display ads

Teletext is relaunching its holidays service this week, allowing advertisers to show digital display ads for the first time.

It is part of a programme by Teletext to become a far more visual medium in 2006, starting with travel, its biggest money-spinner.

Despite having become one of the biggest destinations for people booking holidays, with an audience of 1.5 million viewers a week, advertisers have had very limited branding opportunities in the past.

Clients signed up include Thomas Cook, Hilton, Airtours and Thomson. Teletext says the enhanced imagery opportunities enable advertisers to replicate the content and quality of their television and press campaigns.

The new-look service is available via the family of ITV and Channel 4 channels on Sky and Sky Channel 665. Client banner ads on the holiday index pages will direct consumers to their display pages.

Stephen Dunk, deputy managing director of Teletext Holidays TV, said: "Teletext as a whole is changing and 2006 is a very important year, as it continues the move to digital and gears up for the digital environment of the future. The new digital holiday text service is a part of this move.

Steve Fenton, sales manager at Thomas Cook, said: "Because the imagery is so much more advanced, we can control the look and feel of the pages, which works well for brand awareness. Simply being able to put our logo on our pages makes a huge difference."

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