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SPOTLIGHT TRAVEL ADVERTISING


BRITISH AIRWAYS: Its TV ad was rated the ‘most appealing’ of the 10 brands studied


follows a child exploring a resort to the tune of Jess Glynne’s Hold My Hand. But overall, Sound concluded many of the campaigns were


“too similar” and there was a lack of “joined-up approaches” between different media. It put this down to commercial pressures and marketers being


forced to “deliver more for less”. Sound founding partner Jo Briody said: “Booking patterns are constantly changing and highly dynamic. Consumer


Which of these brands did you see advertising this January?


British Airways Center Parcs


EasyJet Expedia Kayak On the Beach TripAdvisor Trivago Tui Villa Plus 15%


None of the above 9%


0% 10% 20% 30% 40% 50% 60% 26% On the Beach 30% 59% 58% TripAdvisor Trivago Tui Villa Plus 45%


0% 10% 20% 30% 40% 50% 60% 70% 80% SOURCE: SOUND SURVEY OF 2,700 TRAVEL INDUSTRY


42% 46% 60% 38% 40% 29% 33% 29% Expedia 33% Kayak 58% PROFESSIONALS CONDUCTED ON TRAVELWEEKLY.CO.UK


Sound is a PR and marketing agency incorporating three businesses: Siren Comms, Frontpage and AMS Media. It was set up last year by Jo Briody, Jackie Arnott- Raymond, Duncan Collins and Rachel O’Connor, and represents clients in the leisure, travel, transport and tourism sectors.


32%


Of those you saw, which campaigns appealed the most?


British Airways Center Parcs EasyJet 47% 40% About Sound 62%


confidence in travel is impacted by many factors outside of our control, so the industry is fast, low-margin and very dynamic. This means marketers are often at the beck and call of commercial pressures of trading, at the expense of building their brands.” Briody said brands with limited budgets should look to capitalise on usergenerated content to deliver “authentic” marketing and ensure messaging is consistent across all channels.


21 March 2019travelweekly.co.uk33


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