Travel comparison website, TravelSupermarket is brightening the gloom of January with some early summer sunshine this year, with the launch a new TV and radio advertising campaign, along with new look, sunshine logo and an iPhone app. It’s the first time in two years the brand has been on TV in January – the key season for summer holiday bookings and it’s also the first time the brand has redesigned its visual identity.
The new TV advertisement is due to launch this Monday (7 January) and focuses on a ‘Holiday vs. Holiday’ creative, where popular holiday destinations ‘battle it out’ to win the attention of British holidaymakers with the strap-line – ‘where’s your money going?’
The TV ad sees a Spanish flamenco dancer and a burly, moustachioed Turkish rug seller battle against each other in an intense game of volleyball on a beach by the sea. The voiceover invites viewers to decide – “Seven nights in Spain, full board and flights, £350 per person. Or nine nights in Turkey, flights, transfers and hotel, also £350.” “Holiday vs. Holiday. Where is your money going?”
The 40 sec TV spot will air on all major commercial stations in the UK, premiering at 7.15pm on Monday 7th January during Emmerdale on ITV1.
TravelSupermarket will also be hitting the radio airwaves, with a series of 60” ‘Holiday vs. Holiday’ radio spots, to air on commercial radio stations across the UK from Tuesday 1 January 2013.
The advertising campaign is launching alongside the new visual branding for TravelSupermarket. The updated logo plays on the nation’s love of family summer holidays, incorporating a bold sunshine image. It will help to confirm the site’s position as THE travel site for families looking to research the all-important summer holiday, and find great deals on everything from holidays, flights, hotels to car hire to ensure their holiday budget goes further.
TravelSupermarket has also this month launched a new app allowing users to upload a photograph of themselves in various iconic and exotic locations around the world. The newly created image can then be shared with friends and family on Facebook, Twitter and by email. Find the Travel Card app on the App Store by searching ‘TravelSupermarket’.
Paul Cable, Head of Brand Marketing, TravelSupermarket said: “The new campaign and visual identity was borne out of the insight that while times are really tight for families, our annual summer holiday is something we all cherish and will not sacrifice. We also know that holiday resorts are fighting hard to win the custom of British families and there are some great deals to be had. ‘Holiday vs. Holiday’ lays down the challenge to families everywhere – go on, find out just how far your money can take you. TravelSupermarket is the travel site which offers people in the UK all the tools they need when they’re dreaming of their summer holiday and want to find the very best one for their family.”
Freddy Mandy, Creative Director said: “This was a dream brief. We got the opportunity to come up with a new campaign for a fun, holiday brand that is empowering cash strapped consumers at a time when they are fearful of losing out on their family holidays all together.”
The 40 ad will debut at 7.15pm on Monday 7th January during ITV1 programme Emmerdale.
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Director: Guy Manwaring
Production Co: Sonny London
Producer: Amy Appleton
Editor: Mark Edinoff at Work Post
Post Production: Finish Post
Audio post-production: 750 mph
Sound Design: 750 mph
DoP: Marc Gomez
Media Agency: Mediacom
Media planning/buying: Mediacom