Marketing and PR expert Steve Dunne rates this year’s peak marketing campaigns
Thomson 4/5
This time last year I thought Thomson had one of the best TV campaigns in the sector, so for me it had much to live up to. The advertisement didn’t disappoint.
Thomson, through its Simon the Ogre character, offered us a very different conceptual ad compared with what we have seen in this category before.
A series of Hollywood-style productions tell the tale of a family man who becomes an ogre through his work and commuting routine. Then, by way of a Thomson holiday, he gradually shakes off his ‘monster’ persona to become the man his family know and love.
It’s a concept that many viewers in need of a break will identify with.
The creative is used across a range of product lines – from Dreamliner to Sensatori – and works well. And branding, from the voiceover to the shots of a Thomson aircraft in flight, is strong but subtle enough to avoid a feeling of being overtly sold to.In my opinion, it’s another winner for Thomson.
Hotels4U.com 3/5
One of the key goals of any TV advert is engagement – getting the audience not just to remember you, but recall and repeat key phrases long after you have left the screen.
Hotels4U.com and its ‘Anything4u cupcake’ adverts meet that goal perfectly. The scene of a woman suggesting holiday ideas and her partner, complete with Brummie accent replying: “Anything for you cupcake” harks back to one of the most successful ad campaigns of the mid-1990s – Prudential’s “We want to be together” campaign.
It’s a great way to get the Hotels4U name out there, though marketers will have to be careful that, as with the infamous Meerkats, the catchline doesn’t shine at the expense of the brand.
Kuoni 3/5
From the silky tone and descriptive powers of the narrator to the dreamy music and iconic destination scenery, the Kuoni ‘Out of this world’ offering is a great TV holiday advertisement.
And the pace of the shots, all in slow motion, encourages the viewer to think dreamily about holidays as they watch. More generic than last year’s ‘special occasions’ advert, it is one of those ads likely to inspire the audience to start drawing up a holiday wish-list.
The subtle “available in selected John Lewis stores” plug adds a powerful association – and endorsement – and the “sale ends” tag is a subconscious call to action designed to turn those idle thoughts into a booking.
It’s definitely a classic.
Shearings 2/5
No iconic imagery, no personality hook, no elaborate storyline and no inspirational narrative – just a series of destination pictures, a straightforward voiceover and a £100 saving sticker draped over the finish.
But successful TV advertising is not always about creativity, humour or dramatic visuals. The secret is to strike a chord with the target audience, convey the required information and issue a compelling call to action. On that, Shearings delivers. Its real power is its final tag line: “Shearings – Keep making memories”.
The striking thing about this ad is its invitation to collect a brochure – something you hardly ever hear in this digital age, but given Shearings’ focus on the grey pound it makes perfect sense.
Thomas Cook 2/5
Last year Thomas Cook had one of the sector’s worst ads – harking back to the bad old days of 1970s package holidays.
Since then it has introduced a new ‘sunny heart’ logo and a new strapline ‘Let’s go’. This year, loveable James Nesbitt and ‘family’ are back on their holiday with Thomas Cook.
The new brand is dropped in subtly throughout and the narrative also highlights the benefits of booking with the operator. While light years ahead of last year’s effort, creatively the advertisement is still way off the pace set by Thomson.
However, it will no doubt appeal to a large sector of the market – and provides reassurance for what, for many, is the largest investment of the year.