The launch of the brand, which is aimed at couples seeking unusual, activity-filled weekend breaks, is being supported by a month-long 10%-off promotion aimed at older couples.
The group runs several sites, offering experiences ranging from paintballing and spa breaks to murder mystery weekends under its main Activity Superstore brand. These have been marketed as gift packages through retail partners WH Smith, Argos, Boots, Sainsbury's and Debenhams.
To help drive traffic, Activity Superstore has appointed PHD North as its media agency. Though it will initially focus on Activity Superstore's affiliate websites and search-engine optimisation, the brand does not rule out future advertising.
Rival experiences firm Red Letter Days went into administration in 2005, but was rescued by Dragons' Den entrepreneurs Peter Jones and Theo Paphitis.
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