Travel and entertainment deals provider Travelzoo has featured real subscribers in its first above-the-line advertising campaign targeting Londoners.
Running across the London Underground network, the campaign’s theme is the passion and excitement of a Wednesday for Travelzoo subscribers as they await the arrival of the Travelzoo Top 20.
“We have millions of subscribers in the UK who are highly engaged and we felt it was time to tell their story and capture the excitement they have for the Top 20,” explained Glyn Owen, UK head of marketing at Travelzoo. Adding that as subscribers are “at the heart of everything we do” it was “only right that they are the stars of the show”.
The ads feature six different people from around London, all craving their weekly Travelzoo fix, and shows them dressed partially in holiday attire in anticipation of jetting away.
Working with Exterion Media, the London Underground was specifically chosen by Travelzoo to pilot the campaign as Tube car panels provided the dwell time needed to communicate the brand message and explain what the Top 20 is and why it instils this sense of excitement.
PR activity will support the campaign throughout October focusing on the importance of ‘taking back Wednesdays’ as a time to pause mid-week and seek inspiration for the week or the next holiday.