New Campaign from St. Luke’s Helps Consumers Navigate Travel Plans as International Travel Reopens

UK consumer champion Which? launches a marketing campaign that highlights its new Which? Holiday Checker tool, designed to help consumers make better decisions around planning travel for now or next year. Devised by independent creative agency St. Luke’s.

The campaign highlights the free Which? Holiday Checker. The Which? Holiday Checker makes it quick and easy for travellers to search the UK’s biggest holiday providers and check which ones offer the best flexible booking options, and which ones could leave them out of pocket if circumstances change. 

As travel increases again, the St. Luke’s campaign humorously breathes life into the lifestyle we’ve all lived during lockdown vs our holiday aspirations.

Brightly animated graphics of gauges and meters feature headlines: “Deadlines to Tan Lines”; “TV Screen to Sunscreen”; “Slippers to Flippers”; “Box Set to Jet Set”; “Cabin Fever to Cabin Luggage”. Ending with ‘Check Before You Book’ will run until the end of the summer.

The social and digital media campaign, led by Brainlabs, will be running across Discovery, Display, Native, Facebook and Instagram channels. Brainlabs is ensuring the tool appears to consumers who need the guidance most by focussing on contextually relevant environments and reaching people who are actively showing an intent to travel in the near future.

Neil Caldicott, Which? director of Audience, Brand & Communications, said: "Some holiday providers offer very little protection should your plans change as a result of Covid-19, meaning in the worst cases people could risk losing the entire cost of their holiday.

"As a result, we launched the Which? Holiday Checker this month to allow people to compare the flexible booking policies of different holiday companies. We're pleased to see that the checker has already been used by many consumers looking to make an informed decision before booking their next trip." Caldicott concluded.

Rich Denney, ECD at St. Luke’s adds: “We wanted to catch people’s attention, with bold graphics that reflect a sense of clarity, in a campaign which boosts excitement around travel again. Using the terms we’ve used all year, together with the more fun “holiday” equivalent the campaign hopes to catch that excitement of planning a holiday, backed by the reassurance of Which?”