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Turn-of-year campaigns unveiled Amie Keeley
With January around the corner, a number of travel companies have released details of their turn-of- year TV advertising campaigns hoping to pique customer interest in the busy sales period.
Travelopia Travelopia brands Hayes & Jarvis and Citalia will run national TV ads for the first time. Hayes & Jarvis’ ad, which
features a voiceover from journalist and broadcaster Mariella Frostrup, includes the tag line ‘extraordinary travels, tailored for you’ with oversized H and J leters spelling out words such as ‘hypnotic’ and ‘jaw-dropping’. Te leters are set against images
of six destinations – Africa, Asia, India, Indian Ocean, South America and the US and Canada. Te Citalia ad features a new tag
10 19 DECEMBER 2019
line: ‘feel like a Citalian’ and shows customers discovering the ‘real Italy’ through experiences such as making pasta. Both ads will air on Boxing Day on numerous channels.
Leger Holidays Leger’s ‘you’re in good company’ TV campaign will encourage consumers to visit travel agents to make bookings for the first time. Te advert will air on December
20 and support new brochures, marketing materials and a website. Te coach and escorted tour specialist is expanding its programme by adding more than 40 tours, including new solo traveller trips throughout Europe. Head of retail sales Ashley
Dellow said: “Tis is an exciting step for the business and reiterates the important message that the agents who work hard to sell our holidays are also acknowledged as a part of our extended family.”
Kuoni Kuoni has also put agents at the heart of its campaign, returning to TV with an updated version of its ‘travel worth talking about’ ads. Ella Fitzgerald’s Happy Talk is
the soundtrack for both ads, one of which features footage of beach destinations and the other its tailor- made offering. Both encourage viewers to talk to an agent about booking. Te ads will air in rotation but
the tailor-made version has been “upweighted slightly”, according to marketing director Dean Harvey. A female voice narrates instead of
a male this year and the sales message will be included at the start and at the end of the ad. It will air for the first time on ITV on New Year’s Day during Bancroſt and on all Channel 4 and Sky channels. “Last year, our ad outperformed
all of our ads for the last three years so we felt confident using the same
one,” Harvey said. “It’s also about brand recall. If you see if for the third or fourth time it sticks in the mind.” For the first time, Kuoni will also appear in 14 John Lewis & Partners shop windows from mid-January.
On the Beach Te online agency has ditched the sandcastle character featured in its TV adverts since 2017 and replaced it with ‘the everything’s beter On the Beach’ tag line. Te ad, voiced by Iggy Pop,
homes in on the restorative and calming effect of beach holidays. A series of TV adverts focus on
four scenarios with each telling a comic and unexpected tale of the worst week in someone’s life, from finding out your best friend has been sleeping with your parents to scoring seven own goals at a school football match. Te ads will air on all channels in the lead up to Christmas and early 2020.
travelweekly.co.uk
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