Travel and entertainment deals provider Travelzoo’s first ‘above-the-line’ marketing campaign features real-life subscribers from across London.
Posters of six different subscribers will appear on London tubes for two weeks from today (Monday October 6) and features a cross-section of the city’s community who saved money by booking deals with Travelzoo.
Glyn Owen, UK head of marketing for Travelzoo, told Travel Weekly that the online company ran a competition with its subscribers to find the faces of the ‘Wednesdays’ campaign, using the #tubeface.
“It was a great way for us to connect with our existing subscribers who share a passion for travelling, while also reaching out to potential new subscribers to let them know about our popular Wednesday Top 20 deals,” said Owen.
“Travelzoo subscribers are at the heart of everything we do, so it’s only right that they are the stars of the show and that we reflect their diversity.”
The campaign features a skiing enthusiast from Wimbledon, an amateur diver from Dalston, waterpark fan from Camden, a mariachi aficionado from Morden, a festival lover from Clapham and a surfer from New Cross.
Travelzoo worked with Exterion Media on the campaign, in which the posters’ stars are dressed in their everyday clothing but are ready to get away on a Wednesday deal with their favourite holiday equipment to hand.
Owen explained that the campaign will be supported by a public relations initiative during the rest of October around the importance of ‘taking back Wednesdays’ as a time to pause mid-week and seek inspiration for the weekend or next holiday.
“We are still fleshing out the details of the initiative but we are trying to get people to think of Wednesdays as a day to finish work early and to take a breather and reflect on the week”, he said.