A multi-million pound peak season TV advertising campaign to boost awareness of summer breaks has been launched by Expedia.co.uk.
The city break TV ad shot in Barcelona was filmed in a single shot using sophisticated recording technology to capture the range and diversity of holidays that can be taking place in one corner of a city, from a couple celebrating an anniversary to football fans enjoying a trip away.
The TV advertisement is part of a wider pan-European campaign using different scenarios to reflect the message that holidays mean different things to different people.
The push will extend across a mix of channels including national TV, radio, print, online banners, video on demand, mobile apps, and social media across seven European countries.
The campaign breaks in the UK this month with newspaper advertising across Metro, Times, Guardian, Evening Standard and digital including Guardian, Times, MSN and Google. Social Media activity will support the theme of the campaign.
Senior marketing director EMEA Andrew Warner said: “On every single plane flying to a destination each group of passengers are travelling for different reasons.
“Our advertising campaign highlights that many tourists may travel to the same locations, but their expectations of that holiday and the experiences they will encounter can all differ greatly.
“The campaign conveys the fact that at Expedia we don’t believe in a ‘one size fits all’ approach to travel.”
He added: “We think people should be able to shape the trip they want in a way that suits them.
“Because of Expedia’s market leading choice of flights and hotels, our scale, our access to great deals and independent content such as our verified hotel reviews, however you see your perfect holiday – at Expedia we can make it happen.
Plus if you book a flight and hotel together on Expedia, not only will you make a saving, but your personalised holiday benefits from Atol protection in the same way as if you had settled for an ‘off the shelf’ package holiday.”
UK and Ireland senior marketing manager Mel Stonier said: “The growing demand for more flexible travel services is particularly apparent in the UK and we believe our ability to foresee and pioneer this style of travel service is one of the reasons why we have once again been shortlisted for two British Travel Awards this year.”