In a bid to make UK holidaymakers aware of the changes made to the ATOL scheme which financially protects air holidays, integrated marketing communications agency DiFFERENT has been brought on board to handle a seasonal consumer campaign.
The digitally focussed campaign, which broke on Boxing Day, aims to capture ‘in-market’ holidaymakers researching their holiday and is designed to increase awareness of the changes as well as driving bookings of ATOL protected breaks.
The ‘Pack peace of mind’ creative execution uses stop-frame animation techniques and features the new ATOL certificate as the hero as it folds into origami models of various holiday-themed situations.
Media planning and buying for the campaign was handled by Carat Manchester and M4C and it will now feature across online banner advertising, video on demand pre-rolls, press advertising in travel supplements, travel press and travel trade marketing partner activity.
A dedicated microsite has also been created by DiFFERENT for holidaymakers to check if their travel company is ATOL protected.
Chief executive officer of DiFFERENT Ben Quigley said: Pack peace of mind tells holidaymakers exactly they are getting from ATOL protection and makes a hero of the new certificate.
“Most of us use the internet to research our holidays, so the campaign will target those holiday makers who are in-market in the right holiday-centric contextual environments. The campaign integrates strongly with travel trade partnerships which was key driver for ATOL.”