NEWS SPECIAL REPORT Turn-of-year campaigns 2017
A great TV ad has to grab your attention, keep you engaged, inspire you and provide a strong call to action. This year, more travel brands are advertising on TV, which is a good sign all round. Here, marketing expert Steve Dunne gives his opinion on some of them
Virgin Holidays Thomas Cook STEVE DUNNE
VICE-CHAIRMAN, CIMTIG
SEIZE THE HOLIDAY: The Virgin brand is well known for its marketing nous. You expect them to have a cool advertising campaign and this year’s ‘Seize The Holiday’ is just that. A strong music bed and bright imagery abound as holidaymakers run into a sea of inflatables. TV adverts are produced primarily to sell a holiday through the brand advertising its wares, and this is where the Virgin advert is one of the strongest. There is a sense of urgency, from the word ‘Sale’ spelt out in inflatables to the voiceover telling us: “The Virgin Holidays Sale is now on – it won’t last forever.” The strapline ‘Seize The Holiday’ seems designed to galvanise the viewing public into doing just that.
9/10 Jet2holidays
YOU WANT WE DO: It was only a few years ago that Cook was presenting the public with some of the most dire advertising on TV. However, it has since come a long way and its latest offering – ‘You Want We Do’ – is very much on the money and will appeal strongly to the mainstream British holidaymaker. Set against a high-energy upbeat cover of The Temptations’ Get Ready and featuring 24 clips in 30 seconds showing typical family holiday activities, it is a bright, fun, energetic advert ideally pitched to enthuse the consumer into considering a holiday during these long winter nights. To finish, it highlights a strong payment plan incentive and an effective call to action. A good effort.
Kuoni
8/10
HOLD YOUR HAND: If you want to make a great holiday advert that is going to appeal to a mainstream post-Christmas, lethargic and perhaps slightly depressed audience, then you need to have a high- octane piece of music and bright imagery to grab their attention and inspire them to go on holiday. This advert, featuring Jess Glynne’s Hold My Hand, follows a young boy holding his parent’s hand as we see him carry luggage to the airport, try on sunglasses, snorkel in the sea, visit an all-you-can-eat buffet and jump in the hotel pool. It stands out, is memorable and leaves you wanting to get away and live life to the full. It’s a very strong candidate in the holiday advert stakes.
8/10 10
travelweekly.co.uk 5 January 2017
TRAVEL OUT OF THE ORDINARY: The accompanying PR around Kuoni’s offering talked about its TV advertisement positioning the brand as “more than the Maldives” and on that score it achieves its objective. The production values of the advert are impressive. As viewers, we follow a floating swimmer through a series of travel scenes, including European cities, African savannahs, cruise ships and the Far East. Subtle music evokes a feeling of relaxation and subtitles highlight Kuoni’s association with John Lewis, which will appeal to the target audience. The Kuoni sale features prominently in the last clip, acting as a strong conclusion and call to action. It’s an effective advert.
8/10
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