NEWS SPECIAL REPORT way in tv ads MSC CRUISES KUONI
‘TRAVEL WORTH TALKING ABOUT’: Kuoni’s offering isn’t so much a new creation as a refreshment of a familiar one, but it still works very effectively. It mentions the trigger word “sale” in the first frame, features fabulous landscapes set to an upbeat and evocative music bed, and boasts a wonderful strapline, ‘Travel worth talking about’, which is an effective call to action. Rare among travel TV adverts, it also shows agents and shops. Last year, Kuoni’s ad was the winner for me and by some considerable way. I even suggested it would lead to other players upping their game. It’s a landmark travel advert and still as effective as it was when it first burst on to the scene last year. 4/5
‘THE SEA AT ITS MOST WELCOMING’: With high production values and an original score created by Oscar- winning composer Ennio Morricone, MSC’s offering this year is powerful stuff. Scenes from its impressive ship MSC Bellissima are mixed with clips from stunning experiences on shore, while words such as “adventurous”, “romantic” and “curious” float across the screen, underpinned by the strapline ‘The sea at its most welcoming’. If you are a regular cruiser, this advert will certainly spur you to consider MSC. If you are not a cruiser, then I do wonder if it does enough to convert. Nonetheless, it is a great advert for MSC and the cruise sector.
4/5
HOW OTHER ADS SCORED
3/5 Z Haven A Breath of Fresh Air
Z Olympic Holidays Welcome to our Islands
Z Travel Republic Y
ours for the Making
2/5 Z Air Transat Discover Canada with the World’s Best Leisure Airline
Z Celebrity Cruises Wonder Awaits
Z Citalia Discover the Real Italy
Z EasyJet Holidays Hide and Seek
Z Hayes & Jarvis: Extraordinary T
ravels, T FIRST CHOICE
‘HOME OF RIDICULOUSLY GOOD VALUE’: From a marketing point of view there are a few vital ingredients to a good TV advert: grab the attention, have a catchy tune and include a strong call to action. While many advertising creatives might sneer at this year’s First Choice offering, there is little doubt it ticks the boxes. Opening with a couple discussing how much they paid for their holiday – “just £299” – the music bed of The Lion Sleeps T
onight then kicks in JET2HOLIDAYS
SERIES OF ADVERTS: Jet2holidays has dropped its familiar ‘Hold my hand’ advert theme this year in favour of a different creative for a series of sector-specific ads – a natural step for a brand growing in marketing sophistication. In terms of creativity, Jet2holidays’ ads don’t lead the way but they are effective nonetheless. The “holidays from £60 deposit” message will catch the attention of the viewer and the ads are fast-moving across notable landscapes, overlaid with a voice outlining the advantages of taking a holiday with the brand. In many ways, it’s a simplistic series of ads, but I suspect they will be highly effective.
3/5
travelweekly.co.uk
and grabs the attention. As the advert unfolds, we see a series of ridiculous images, which the voiceover wraps up with the line: “Ridiculous deals need ridiculous adverts.” This advert is incredibly well constructed and in another year could have been a winner for me.
4/5 ailored for Y
Z Hoseasons Y
Z TravelUp Up Y
Z Teletext Holidays A Great Deal to T
ours
1/5 Z On the Beach The W
orst W Z Tui Oliver and Elsie
Read the full reviews for all adverts:
bit.ly/Turn-of-year
Hear more from Steve Dunne on the turn-of-year ads on our lastest podcast, out on Monday (January 6). Listen and down- load at
bit.ly/TWpodcasts
eek in The Life of… ou ear-round staycations alk About
2 JANUARY 2020
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