Teletext Holidays will promote the benefits of talking directly to its travel agents in a TV campaign which seeks to set itself apart from online rivals.
The online travel agency’s new campaign, A Great Deal to Talk About, debuts on December 26 with daytime adverts of ten and 30 seconds across music, travel and education channels and on ITV.
It will be supported online, in the press, on radio, social media, display advertising, and in email marketing.
Teletext staff will be promoted in the campaign as ‘Teletextperts’, with adverts reminding viewers that the company has an expert team of call centre travel agents available to give advice over the telephone and emphasizing the fact consumers don’t have to sit in front of a device looking for a holiday on their own.
Each advert will feature a sequence of people in everyday scenarios talking about their holiday plans to someone out of the shot. Each time, there will be a discrete ‘reveal’ to show the person they are talking to is a Teletextpert giving advice.
Teletext Holidays managing director Wayne Perks said: “Over the years, Teletext Holidays has faced increasing competition with many online travel agents changing the way consumers are booking holidays.
“However, we firmly believe having a conversation with an expert offers a differential in the market and this is something that we want to highlight with our new campaign. We are seeking to raise awareness amongst our key target demographic that our travel agents offer a personal touch and have the skills and knowledge to provide recommendations, strengthening our offer to the consumer, while also providing our customers with great value travel deals.”
The campaign was created by advertising agency Designate, with the aim of reflecting Teletext’s ability to offer advice in person, not just online.