More: Special Report: Consumers rate the hits and misses of TV ads
First Choice’s invitation to ‘Go Mahoosive with the All Inclusive’ in its rap-themed peaks TV ad was a big turn-off for viewers, according to exclusive consumer research for Travel Weekly.
Sentiment analysis firm SoundOut tested consumer opinion of 11 of 2018’s biggest turn-of-year travel campaigns – and this week we can reveal the results.
Top of the pops was the ad from Great Rail Journeys, for which Ab Fab actress Joanna Lumley provided the voiceover, but top of the flops was First Choice.
David Courtier-Dutton, SoundOut chief executive, said: “Overall, it was the more relaxing adverts that performed best – those rooted in reality that depicted wonderful holidays.
“First Choice trailed all the others by some margin and was one of the least-liked commercials we have ever tested.”
SoundOut analysed reviews from a representative panel of 600 UK adults aged 16-44 who watched the adverts in February.
It said an aggregate score of 70% was the minimum advertisers should strive for, a figure only five of the 11 adverts achieved.
First Choice scored 53% and, unusually, saw consumer engagement fall as the ad was viewed.
A First Choice spokeswoman said: “We’re disappointed some people didn’t like our advert, contrary to the positive response we had from consumers in extensive testing before launch.
“Working with world-renowned film director Emil Nava, we had the chance to highlight some of our key all-inclusive benefits in a fun, entertaining and memorable way.”
By contrast, Great Rail Journeys was delighted with its top-rated 76% score. Group marketing and sales director Alex Roberts said: “We put the customer at the centre of everything we do.
“This includes ensuring that our advertising speaks directly to our customers in a relevant way.
“We’re proud of the high-quality product we offer and we aim to produce advertising creative that reflects this.”
More: Special Report: Consumers rate the hits and misses of TV ads
SoundOut travel ad research [External]