5 2


Firms choose to recycle or tweak past TV campaigns . . .


Many leading travel companies are opting to ‘recycle’ or ‘evolve’ existing TV ads for their turn-of- year campaigns while spreading marketing spend over a longer timeframe.


Tui, First Choice, Jet2holidays, Shearings, P&O Cruises, Haven and ITC are running commercials that are either the same or edited versions of existing ads, or evolve a marketing concept. First Choice is bringing back its opinion-splitting


ad from last Christmas. UK & Ireland chief marketing officer atie clister said te o aoosie ad droe bookings, adding: “Love it or hate it, it worked.” Tui plans three 20-second versions of its “big


feelings” ad, which launched in October as part of a ultiillionound nineont caain e first ad goes live on Christmas Day. oas oos ain turnofyear actiity ill e its


continued sonsorsi of annel s Secret Life of 5 Year Olds on Holiday, which has a Christmas special on December 27. The operator has not revealed if a TV ad is planned. Jet2holidays will continue its existing TV ads over


te turn of year  soesan said ur caain is an eolution of te oular Hold y Hand concet e know how well it captures the spirit of our airline and package holiday business.”  ruises  ad aain features coedian o


Brydon. It goes live on Christmas Day, supported by a cinema, radio, print and digital campaign. Sales and aretin iceresident le elaereite said it “captures the excitement of exploring the world with P&O Cruises”. Shearings said its “well-received” 2018 TV ad will run


aain fro January , aced u, for te first tie, y a print brochure of holidays recommended by customers, as it focuses on peer-to-peer recommendations. irin tlantic as udated its eart te eryday advert to launch its seat sale, which starts on Saturday.


3 STORIES HOT Travel companies adopt different strategies for turn-of-year activity. By Juliet Dennis


. . . while Kuoni returns with an ad promoting travel agents


Kuoni has returned to TV advertising after a year away and put agents at the heart of its multimillion-pound turn-of-year campaign.


Other travel companies to invest in new TV adverts for


te ostristas ea sales eriod include  ruises, arner eisure Hotels and celollyco uonis ad, ic ill deut durin The Greatest


Showman fil on oin ay, as filed usin actors layin aents at its uildford store  a oe it eliees ill ae a ositie alo effect across te trade The key message is to encourage holidaymakers to talk to its, and third-party, agents about Kuoni holidays under the straline rael ort alin out o ersions of te ad, ic as lla iteralds Happy


Talk as its backing track, will run on ITV, Channel 4 and Sky, as well as video on demand (VOD), until February 11. aretin director ean Harey said e are one of te


only operators to have called out to the public to go to a travel aency, and tis sould ae a alo effect for oter aents e are ain aents essential to our ole caain Harey said it as te ost ee eer sent on a  ad


To support the campaign, Kuoni will distribute 2.2 million sales booklets via agents this month, as well as via national newspapers and to John Lewis customers in January. He added that as the new year spike in bookings was not as marked as it used to be, Kuoni, which has 48 stores and 11 partner stores, has set aside money for marketing activity later in 2019. , eanile, is runnin its firsteer  ad in


te , it te tee of te orlds ost eautiful eriences e ad deuts on January  on , annel ,


Channel 5 and Sky, as well as VOD, and is inspired by its ship Bellissima, ic ill launc in te  in arc  and reland anain director ntonio aradiso said “The campaign marks the start of our next phase of expansion.” o ne arner eisure Hotels ads ill air fro oin


ay it te straline eel ie oue Had a roer rea celollycos ne  ad ill launc on oin ay


20 December 2018travelweekly.co.uk5


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