A handful of big spenders have long dominated the touring holiday market. Cosmos is a smaller player, and as it came back from a quiet spell during Covid with a new senior leadership team, it saw a big opportunity to rethink its marketing. Its activity had historically centred on direct-response press partnerships, so getting the board behind a bolder strategy was always going to be the hard part. In this session, Cosmos and its independent agency explain how they used first-party data to win the argument, what it did for the business, and how they plan to stay ahead now a big new spender has entered the market.