NEWS SPECIAL REPORT Turn-of-year TV ad campaigns
Kuoni and Royal Caribbean may have opted against TV advertising this season, but many suppliers have once again sought to make a splash on screen. Marketing expert Steve Dunne reviews eight of them
Thomas Cook Tui
‘ROCKING IT’ AND ‘THE CHASE’: Thomas Cook has changed its approach this year, with two ads aimed at different markets – one focused on families, entitled ‘Rocking it’, the other aimed at couples, called ‘The Chase’. The campaign also heralded the return of the strapline ‘Don’t just book it, Thomas Cook it’, dropped in 2013. Segmentation and targeting is the key to good advertising, and for that Thomas Cook should be applauded. ‘Rocking it’ displays all the vibrancy and colour of a family holiday, and the strategic thinking behind it is sound. The ad will resonate with its target market. ‘The Chase’ is subtler but instantly forgettable, and needs to be seen several times to resonate.
3/5 Jet2holidays
‘CROSS THE Ts, DOT THE Is, AND PUT U IN THE MIDDLE’: While not strictly a turn-of-year campaign (it’s been running since the autumn), the current Tui TV advert is a holiday booking classic. Strong production values underpin an upbeat and vibrant music bed that lifts the post-Christmas lull – and it’s coupled with a dance sequence that manages to take in pools, beaches, restaurants and attentive staff. The concept of putting the customer at the centre of a Tui holiday is evident in the song’s lyrics, while the strapline – ‘Cross the Ts, dot the Is, and put U in the middle’ is the perfect payoff for the advert. Tui has definitely set the benchmark for the sector with this one.
5/5 First Choice
‘I’M READY FOR THIS’: Some may get sniffy about a brand running a familiar TV advert during key times of the year, or repackaging it for the turn-of-year campaign, but some of the most iconic adverts on TV, such as Coca-Cola’s ‘Holidays are coming’, are celebrated by the public each time they appear. While not quite in the Coca-Cola league, Jet 2’s ‘I’m ready for this’ is rapidly becoming the travel sector’s version of an old familiar favourite that triggers thoughts about holidays. The song is vibrant and loud, the imagery suggests the best that holidays offer, and you can imagine consumers across the country starting to turn their thoughts to booking one when seeing this.
5/5 14
travelweekly.co.uk 4 January 2018
‘MAHOOSIVE’: For brands, the challenge with TV advertising is often a simple one – how do you stand out from the crowd in a fiercely competitive arena? First Choice’s answer is ‘Mahoosive’. The two-minute advert, featuring a rapping family, sees the brand take a big risk that you can’t help thinking will go one of two ways – consumers will either love it or hate it. The rap works hard, with all the key propositions contained in the lyrics as we hear about the brand being “Grand masters of the all-inclusive, black belt in no bar bills”. However, the concept wears a bit thin after 30 seconds or so, and could have some consumers turning off or missing the messages altogether.
3/5
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