Shearings
On the Beach
TV or not TV?
Turning away from TV advertising could be a smart move but it might not work for all brands, says Steve Dunne, chief executive of marketing consultancy Digital Drums and vice-chairman of the Cim Travel Group
‘THIS IS’: Brands are often typecast into being famous for just one type of offering, and for many people Shearings is predominantly known for coach tours. So its turn-of-year campaign this year sets out the clear message that the operator in fact offers a wide range of holidays, be it river, road, rail or air, across the UK and Europe. While it may not be the most creative advert of the bunch, the music and visuals will appeal to Shearings’ target demographic, which is clearly identifiable by the call to action being to ring for a brochure, before the brand’s website is highlighted. The big question, however, is will the advert recruit new customers or simply engage with existing ones?
P&O Cruises 2/5
‘LET’S GET YOU TO THE BEACH’: When it comes to TV advertising, On the Beach has always been one of the more innovative and entertaining brands. Its ‘Austria’ advert and ‘Lounge on beach lover’ campaigns of previous years were cheeky and memorable, giving the brand real personality that resonated with a portion of the market. This year, however, it has gone down a more conventional route with a sandcastle character highlighting the brand’s product offering. Although the production values are high, the advert doesn’t quite portray the personality of the brand in the same way that previous campaigns did. It’s a good, solid advert and ticks many boxes, but not as memorable as previous efforts.
3/5 Haven
When I started out in marketing it was all about print or broadcast. You could almost set your watch by the traditional Boxing Day TV advertising, with summer holiday ads to battle the post-Christmas blues. So I can imagine a few raised
eyebrows at the news that Kuoni and Royal Caribbean have shifted the emphasis of their turn-of-year campaigns away from TV in favour of channels such as radio, digital and social media. Are two of the industry’s biggest brands ahead of the curve or going down a less-trodden route? Whatever your view, there is no
‘THIS IS THE LIFE’: When you have a winning strategy, it makes sense to stick with it, which is exactly what P&O Cruises has done this year by using Rob Brydon and the strapline ‘This is the life’. With a familiar format but a new script, the advert appears both reassuringly familiar but also has a new appeal. Rob Brydon has been all over television this Christmas season and he comes across in the advertisement as a trusted and believable voice that will really connect with viewers. With gentle humour, Brydon and his partner reminisce about a wonderful cruise experience, bringing out neatly the key features of a P&O cruise. For people who already cruise, this advert will be a winner and I would forecast that it may even get those yet to cruise to consider giving P&O a try.
4/5
‘A BREATH OF FRESH AIR’: Haven’s TV advertisement this year is a real lesson in getting your product displayed clearly in a 30-second window – which is no mean feat. Featuring two too-cool-for-school sisters riding a two-seater trike through a Haven holiday park, the advertisement showcases many of the key features of a Haven holiday including a woodland walkway, swimming pool, zipline, beach and even the family dog. These vibrant, colourful scenes are set to an upbeat, energetic music bed. If you are the target market for this type of family-friendly UK holiday park, the advert is memorable and will resonate with you quickly. The advert is rounded off with a good call to action. All in all a really good effort.
4/5
denying that how we consume content is changing. The argument for switching from TV advertising is strong, but other channels present challenges. Holidays are visual, which is not easy to get across on the radio, and while social media may be good for brand building, the jury is still out on selling through it. It all boils down to target audience. For some travel brands, moving away from TV could be the smart thing to do, but for others it might not be. Only time will tell how these two brands fare, but every travel company should watch their campaigns with interest – it may be the start of a seismic shift for travel marketing. › Talk Back, page 21
STEVE DUNNE 4 January 2018
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