Holiday operator Newmarket Holiday on the importance of play in advertising
Tour operator Newmarket Holidays has released a new TV campaign in partnership with Guerillascope, building on the brand's digital activity across programmatic, PPC and social media.
Newmarket Holidays offers its customers a range of experiential escorted tours and cruises across the world - with some five million customers regularly booking trips overseas.
The spot will be screened across well-known TV channels such as Channel 4, ITV Breakfast, ITV 3, Dave and Channel 5, as well as activated alongside the brand's personalised and hyper-targeted online approach.
This strategy speaks to the brand's core ABC1, 50+ demographic, tapping into the audience’s penchant for live TV viewing and appetite for online research from purchase journey until the planning process.
David Sharman, commercial director at Newmarket Holidays, said: “This is Newmarket’s first foray into TV advertising, so we’re really looking forward to seeing the impact it has. Guerillascope has put together a brand awareness strategy we believe will not only elevate the company’s profile and drive online performance, but also enhance our media and travel agent partnerships. For us, TV is a logical progression that matches our ambition.”
Eponine Wright, brand director at Guerillascope, added: “It’s refreshing to partner with a brand that is willing to try new things; online and television work so well together as signposts along the customer purchase journey, so for us this represents the natural evolution of a campaign that continues to build momentum. We firmly believe that companies who have the courage to invest during uncertain times will reap long-term dividends.”