NEWS SPECIAL REPORT a covid path


JET2HOLIDAYS PACKAGE HOLIDAYS YOU CAN TRUST


Jet2holidays is another travel brand whose marketing approach I’ve long admired. This year it has once again


segmented its market with three different TV ads, aimed at families, older couples and younger couples. Working on the principle ‘if it ain’t


broke don’t fix it’, the brand sticks with the Jess Glynne Hold My Hand song and its tag line “I’m ready for this”. You can almost imagine across the country, in every front room, viewers nodding their heads and agreeing with that sentiment. Branding is strong, from the


Jet2. com plane landing and the coach pulling up at the hotel to the strap line constantly running across the screen with the Jet2holidays logo. And the voiceover offering a sales incentive of £100 off per person and 22kg of baggage included is a powerful call to action. It’s not a sophisticated TV advert


by any means, but it does the job, and I suspect it does it well. And there is a nice touch about visiting your local independent agent too. 3/5


QATAR AIRWAYS THE PERFECT JOURNEY AWAITS


Qatar Airways has a new TV advertisement and, as one would expect from the brand, it is highly polished and professional. Highlighting the airline’s Covid-19 hygiene standards, the


advertisement goes on to show fine dining at 30,000 feet, people using a flight to catch up on the latest movie, and the airline’s claims to attention to detail and excellent customer service. All of which, Qatar Airways claims, makes for a perfect journey. My only criticism of the content is that, while it is very


professional and polished, it lacks personality and warmth and comes across more like a corporate video for an exhibition stand than an advert for television.


3/5


RYANAIR JAB AND GO


Ryanair has long been the bad boy of travel marketing, showing little regard, it could be argued, for popular convention, taste or creativity. So its latest TV advertisement, “Jab and go”, will be of little


surprise to seasoned observers. Garish captions against stock photography of continental holidays


TUI NOTHING COMPARES


It was good to see the market leader back in the world of television advertising with “Nothing compares”. Opening to the voiceover stating that “nothing compares


to a real holiday”, this Tui advert takes us through familiar holiday scenes, from children running along sandy beaches and racing into the surf to couples swimming in turquoise waters, dancing in the sunset and drinking cocktails. In many ways it’s a standard travel TV advert. But by making no reference to the pandemic, it doesn’t particularly resonate topically in the powerful way that some of its competitors do.


has a voiceover that’s straight to the point. “Covid vaccines are coming – so book your Easter and summer holidays today,” says the narrator, as we learn one million seats are on sale from £19.99. Typically for Ryanair, the advertisement sparked controversy in the media, with more than 40 complaints registered with Ofcom shortly after its first airing on television. Will it win awards? No. Will it get bookings and


sales? Very probably. And after all, that is the goal. 2/5


EASYJET WINTER SALE 2020


2020 was not the easiest of years for any brand, but if you’re an airline it could be deemed the worst-ever. So it’s refreshing to see easyJet facing the challenge of a tough 2021 with its winter sale supported by TV advertising. The advert is straight to the point. We see a woman on an


easyJet aircraft flying the skies of Europe against the sound of a haunting piano and a voice singing “dream”, while the voiceover tells us the easyJet sale “is now on” with 350,000 seats from £19.99 and £100 off package holidays. The branding and messaging is strong but creatively it is easily forgettable.


2/5


2/5 travelweekly.co.uk 14 JANUARY 2021 15


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