Imagine Cruising hopes its first TV campaign, launched last week, will attract new customers.
Managing director Robin Deller said the Masterpiece Collection ads – being aired on several channels including ITV3 and Sky News – were commissioned despite his scepticism about TV advertising.
The Masterpiece Collection showcases 17 itineraries including destinations such as the Far East, Cape Town and the Mediterranean. The ads, featuring pieces of artwork that come to life, run until October 22.
Deller started the Swindon-based company, which is part of Hays Travel Independence Group, in January 2011. It was his first step back into the industry after selling Fast Track Holidays to Virgin Holidays in 2007.
“I expected everything that worked back then to still work now, but we soon realised that the industry had really changed,” said Deller.
He said he encountered issues with the “limited routes to market in the UK”.
Imagine Cruising, which operates as an agent and a tour operator, also advertises in national newspapers.
He said: “Any routes to market are known by most people so there are fewer opportunities to make an impact.
“We needed to look at the routes such as TV and, despite being sceptical about it, I believe there is a way it can work.
“I know we won’t get it right first time, but after doing this four-week campaign we can look back on it and improve it. We have to try it otherwise we would never know if it can work for us.”