TravelSupermarket has used recycled and reused inflatable beach toys to create a 3D advertisement in an extension to its pre-Christmas campaign.
The five-metre-high advertising poster on a billboard in central Manchester shows a supermarket trolley filled with a 20ft stack of beach toys next to the words: “It’s a supermarket. For travel. Obviously.”
The advert, which launched on March 12, is an extension of its first integrated above-the-lone campaign in more than five years, which launched on Boxing Day in 2023 and starred ‘Barry’ from EastEnders and a talking pug.
The TV campaign has been followed by radio, social and digital adverts over the last few months.
Developed with creative agency Meanwhile and media agency Brazil Street, the advert aims to promote TravelSupermarket as the go-to place to shop for holiday deals from all the best travel companies.
TravelSupermarket chief marketing officer Steve Seddon said: “In TravelSupermarket’s 20th anniversary year, we wanted a truly integrated, above-the-line campaign, to keep awareness of TravelSupermarket high throughout key holiday booking periods of 2024 and this new activation brings some badly needed sunshine to Manchester!
“The campaign’s TV, radio and now the stand-out special build means the campaign has had millions of opportunities for consumers to see the message that TravelSupermarket has a massive range of holiday deals that consumers can compare. “Holidays are one of the most important, and valued purchases of the year for Brits, but when spending is being squeezed, finding the best deals has never been so important.”
Al Marchant, chief executive and founder, of Meanwhile, said: “We love doing this sort of work for our clients. Not only will it stop the public in their tracks, but we also hope to see it blow up on social media, ultimately leading to a serious inflation in bookings as we continue our work to put TravelSupermarket top of mind for holidaymakers.”