NEWS YOU CAN USE — OPERATOR NEWS


SuperBreak runs first TV adverts to boost awareness following rebrand


Juliet Dennis


SuperBreak has launched its first TV advertising campaign to generate more awareness of its brand among consumers following its rebrand earlier this year. The six-week campaign, which


started last week on ITV in Yorkshire and Tyne Tees during the ad break in Coronation Street, includes travel agents in its call to action and aims to drive more holidaymakers into shops to book, according to the operator. Sales and product director Jane


Atkins said: “It is a first for us, so we are hoping for great results.


We hope those [agents] in the catchment area will see increased traffic as a result.” The animated 30-second ad,


which features a voiceover by Caroline Quentin, promotes the fact that SuperBreak sells package holidays by highlighting that it is possible to book travel, hotel and sightseeing in one place. Its strapline is: “You choose the


break, we add the Super.” The decision to launch a


TV campaign follows the rebranding of SuperBreak five months ago with a new


The ITV ads will run for six weeks initially


logo and strapline, and comes as the operator faces increasing competition from bed banks vying for holidaymakers’ attention. National sales manager Graham Balmforth said: “There is so much competition now. We need to get our brand out to


the public, as well as agents, and drive them to the retailer to book. We are not a bed bank any more; we are a package tour operator.” He added that the ads


represented a “substantial investment” and that SuperBreak would assess the response before considering a UK-wide campaign. superbreak.com/agents


18 September 2014 — travelweekly.co.uk • 17


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