Hays Travel will start running TV adverts year-round from January 2025 to keep up with other companies in the industry.
David McNiven, head of marketing at Hays Travel, told the annual retail conference that an “always on” approach to TV advertising would be introduced in the new year.
“Of course we’re going to be spending more and front-loading in January and February, but in the lower seasons we’ll be toggling down slightly and just trying to get the right balance to make sure we always have that presence running,” he said.
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Up to now, the agency has exclusively run its regional TV advertising through ITV under an “on and off” strategy.
“During peak periods, we tend to appear and at lower periods we don’t run TV ads,” McNiven said.
Outlining the plans for a fresh approach, he added: “We know from studies that consistency across TV advertising is a big driver of purchase intent.
“We all know of other travel brands who always seem to be on television with the same message and a consistent theme and we want to follow that.
“We already do that with our jingle and the jingle isn’t going anywhere, but we want to make sure we’re appearing all year round.”
Dame Irene Hays said the agency’s appearances on Coronation Street had played an effective role in increasing brand awareness throughout the UK.
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