Many leading travel companies are opting to ‘recycle’ or ‘evolve’ existing TV ads for their turn-of-year campaigns while spreading marketing spend over a longer timeframe.
Tui, First Choice, Jet2holidays, Shearings, P&O Cruises, Haven and ITC are running commercials that are either the same or edited versions of existing ads, or evolve a marketing concept.
First Choice is bringing back its opinion-splitting ad from last Christmas. UK & Ireland chief marketing officer Katie McAlister said the ‘Go Mahoosive’ ad drove bookings, adding: “Love it or hate it, it worked.”
Tui plans three 20-second versions of its “big feelings” ad, which launched in October as part of a multimillion-pound nine-month campaign. The first ad goes live on Christmas Day.
Thomas Cook’s main turn-of-year activity will be its continued sponsorship of Channel 4’s Secret Life of 5 Year Olds on Holiday, which has a Christmas special on December 27. The operator has not revealed if a TV ad is planned.
Jet2holidays will continue its existing TV ads over the turn of year. A spokesman said: “Our campaign is an evolution of the popular ‘Hold My Hand’ concept. We know how well it captures the spirit of our airline and package holiday business.”
P&O Cruises’ TV ad again features comedian Rob Brydon. It goes live on Christmas Day, supported by a cinema, radio, print and digital campaign. Sales and marketing vice-president Alex Delamere-White said it “captures the excitement of exploring the world with P&O Cruises”.
Shearings said its “well-received” 2018 TV ad will run again from January 7, backed up, for the first time, by a print brochure of holidays recommended by customers, as it focuses on peer-to-peer recommendations.
Virgin Atlantic has updated its ‘Depart the Everyday’ advert to launch its seat sale, which starts on Saturday.
Inspiring Travel Company is to spend more than £100,000 on its turn of year promotions with television advertising and its first peaks campaign packs for travel agents. Its TV adverts, first launched in October, run on Channel 4 from Boxing Day, and feature an agent call to action.