Produced by Rattling Stick the new design and TV campaign for the travel brand has been unveiled ahead of their 35th anniversary
Super Break, the short break holiday company, has announced the launch of its biggest ever TV campaign going live on Monday 5th June.
The campaign, in collaboration with The Corner and directed by Ed Morris, was commissioned ahead of the company’s 35th anniversary and comes in quick succession of a major rebrand across Super Break’s website, digital and travel agency channels.
Reflecting the growing market for UK holidays and experience-led travel, both the TV campaign and rebrand are centred around the concept of ‘Everyday Escapism.’ From a coffee break on your hotel balcony to a weekend away in York, every little moment of escape is worth cherishing.
A key component of the rebrand is the use of parentheses – in the same way they signify a short break in a sentence, the brackets around the brand name signify the little breaks in life that can be booked through Super Break. Used throughout the branding, the brackets hero these specific moments and are used to communicate all different and flexible components of a customer’s tailor made short break. For example: (Destination + Hotel + Travel + Experiences)
The TV execution includes three 30 second adverts to introduce the launch of the rebranded Super Break, with each advert designed to immerse the viewer within a soothing short break, taking the viewer into the frame and acting as an interruption from the busy advertising line-up.
Jacqui Rigby, Chief Operating Officer at Super Break, comments: “Think of the TV adverts as a break within a break, with the three advert executions each transporting the viewer to somewhere else.
“We live incredibly busy lives and taking short breaks is important to our wellbeing and enjoyment in life. ‘Everyday Escapism’ is a concept that a lot of people can relate to, which is why we’ve decided to incorporate it throughout our new branding and advertising as well as in everything we do as a brand.
”The TV campaign is very different to any of our previous adverts, and we hope it provides a welcome moment of absorption for viewers who can use those 30 seconds to take a short break from their busy schedules.”
Reflected in the programming selection which includes favourite dramas, documentaries and movies, each advert celebrates a moment to indulge.
Hotel Bath places you in a moment of pure pampering – a relaxing soak in a luxurious hotel bath, perhaps pre-dinner, that you booked as part of a two-night luxury hotel break with dinner from £85pp.
Marina eases you into a moment of quiet reflection on the shores of a marina. Perhaps in the Lake District, and as part of a two-night countryside break with dinner from £100pp.
Theatre drops you right in the middle of a totally transfixing performance at a theatre, the highlight of your London break of a hotel + theatre show you booked from £100pp.
The integrated campaign premieres this evening on ITV and Channel 4 before rolling out across a varied schedule of prime slots, including Coronation Street, GoogleSprogs and The Handmaid’s Tale. The campaign will also be broadcast across additional channels within the ITV and Channel 4 family, as well as on Sky1, Sky2 and Sky Atlantic amongst others over the course of five weeks.