A new multi-channel campaign from Ethos Travel and McCann London is putting service first by highlighting what a minefield online holiday booking has become.
“Look no further”, a campaign across print and out-of-home (OOH) alongside a brand-new website launching on 15 March, taps into the inordinate amount of time people spend looking for a holiday online.
Each of the OOH and print adverts designed by McCann London features a stunning image of an Ethos Travel destination within a web browser with reams of tabs open – so many in fact that they have shrunk down to contain just one letter each.
Together the shrunken tabs spell out shocking facts about how long it takes people to buy a holiday online today.
The main open tab is addressed ethostravel.co.uk/Look_no_further
– a website built specifically for the campaign that acts as an inspiration board full of beautiful locations – with a view to encouraging people to then head online to discover Ethos Travel’s bespoke service.
Sam Collins, Co-founder and Director, Ethos Travel, said: “We set up Ethos Travel to put the knowledge and service back into holiday booking, rather than the ‘race to the bottom’ people have come to expect of the online experience. So much time is wasted bouncing between tabs, when people really just need a go-to site that can help and advise them. ‘Look no further’ showcases our beautiful destinations, while highlighting the simplicity of our holiday booking service amid a very cluttered landscape.”
Laurence Thomson, Co-president and Chief Creative Office, McCann London, said: “Finding a great holiday online is an absolute nightmare. You have hundreds of open windows, reviews everywhere and no idea who to trust. This cheeky campaign urges you to bypass the open tab minefield and go straight to Ethos Travel’s bespoke holiday experiences.”