Celebrity Cruises


Tui


Marketing challenge


Once the Christmas Day festivities are over, most people’s thoughts turn to their summer holiday. So at this time of the year, brands jostle for position on TV, cinema and radio to build brand awareness and sell holidays. The challenge for


‘WAVE’: Celebrity Cruises’ TV ad is part of the line’s biggest-ever investment in marketing a turn-of-year campaign. Playing on last year’s split-screen format, the advert reflects the quality of the brand – from the visuals to the voiceover. The different scenes, from breathtaking scenery to fine dining, challenge the views that consumers often hold about cruising. The fact that the advert avoids the predictable images of cruise ships employed by other brands makes it stand out and would make it appeal to the demographic it is targeting. The call to action at the end, both on the screen and in the voiceover, would make a viewer take note. As an advert aimed at a specific audience, it ticks all the boxes.


4/5 On the Beach


‘REUNITE’: The advert, which has been running for a couple of months, is the story of a mother and teenage daughter who, over the duration of a holiday, grow closer as a result of several experiences and by spending the type of quality time together that holidays provide. A lively and upbeat music bed set against bright-blue skies, vivid sunshine and scenes of yoga, eating, swimming and dancing, position the power of a holiday strongly. However, the advert, I would imagine, may split opinion, as the moody teenager of the first half could irritate many viewers. The ad finishes with the Tui strapline, “Discover your smile”. It’s a good, solid advert but not a standout one.


3/5 Jet2holidays


marketers is how to get their brand to stand out. After all, most adverts are working with the same base material – spectacular shots of beaches, pools, sunsets, mountains or people laughing, swimming or dining – regardless of the destination or type of holiday. This creates the potential problem that every product and travel provider will merge into one in the consumer’s mind. The secret is to grab


attention, inspire and excite the consumer and then get them to commit to your brand by following a call to action.


‘LET’S GET YOU TO THE BEACH:’ On the Beach’s TV advertising does exactly what it says on the tin with its strapline of ‘Let’s get you to the beach’. A bright scene of blue skies and sun- kissed beaches, while the Chi-Lites sing “I found sunshine when I found you”, is just the remedy for the long, cold nights. Featuring the ‘beach sandman’ of previous campaigns and narrated by Sheridan Smith, who cheerfully tells viewers there are thousands of holidays and that you can spread the cost until two weeks before you fly, the advert ticks all the boxes. And, in a clever piece of marketing strategy, it not only appears on UK TV screens but also features at cinema screenings of the new Mary Poppins Returns film, which will help grow brand awareness in its key market sectors.


4/5


‘HOLD MY HAND’: I’ve always been a fan of Jet2holidays’ “hold my hand” campaign, and it’s been rolled out again this season with three different, and targeted, offerings – for the family, couples and young-couples segments of the market. The music bed is uplifting and energetic, and the visuals reflect everything that is exciting about a holiday, as well as featuring the brand name in the background of many shots. The call to action is also strong. My only issue is the danger of what marketers call ‘habituation’ – where an advert or concept is played so much, or is associated with a brand so strongly, that it becomes like wallpaper and fails to have the cut through it once had. Jet2 is close to that point and may need to look at another approach in the future.


4/5


Steve Dunne is chief executive of marketing strategy consultancy Digital Drums  Talk Back, page 19


STEVE DUNNE


Hear more from Steve and Lotus’s Sarah Johnson on turn-of-


year ads in the Travel Weekly podcast, out on January 10


3 January 2019travelweekly.co.uk17


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