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By Ishbel Macleod, PR and social media consultant

January 24, 2013 | 1 min read

The Rough Guides series of travel guides is taking a foray into cinema advertising with ‘obnoxious’ traveller Ricky as the guide.

The national 30 second campaign will be preceded by a teaser campaign launching via YouTube and Rough Guides social media.

The cinema campaign will start tomorrow and run for two weeks, and follows a revamp of the brand’s website earlier this week.

Described as ‘ignorant, parochial and generally obnoxious’ Ricky will have his own presence on the site and will be answering any questions via the site.