SuperBreak has launched its first TV advertising campaign to generate more awareness of its brand among consumers following its rebrand earlier this year.
The six-week long campaign on ITV in Yorkshire and Tyne Tees – which goes live on September 12 during the ad break in Coronation Street – includes travel agents in its call-to-action and aims to drive more holidaymakers into shops to book, according to the operator.
Sales and product director Jane Atkins said: “It’s a first for us, so we’re hoping to see great results when it airs. We hope those (agents) in the catchment area will see increased traffic as a result.”
The animated 30-second ad, which has actress Caroline Quentin doing the voiceover, promotes the fact Superbreak sells package holidays by highlighting the fact it is possible to book travel, hotel and sightseeing in one place.
Its strapline is: “You choose the break, we add the Super”.
The decision to launch a TV campaign follows the rebranding of SuperBreak five months ago with a new logo and strapline and comes as the operator faces increasing competition from bedbanks vying for holidaymakers’ attention.
National sales manager Graham Balmforth added: “There is so much competition now. We need to get our brand out to the public as well as agents and drive them to the retailer to book. We are not a bed bank anymore; we are a package tour operator.”
He said the ads were a “substantial investment” and would test the water before potentially being rolled out across the rest of the UK.