Teletext Holidays - Taking Flight
Teletext Holidays, the iconic home of late deals, entrusted Guerillascope with the planning and buying of a new turn-of-the-year TV advertising campaign in 2017. The activity formed part of a wider marketing strategy designed to cut through at a typically busy time in the travel sector.
Increase both direct and brand traffic in the short-term.
Maximise brand awareness in the long-term.
January saw web visits increase by 42% year-on-year, with February drawing an even greater rise of 50%.
Thanks to a slick creative – courtesy of Aspect Film and Video – and a bold strategy that encompassed the likes of Channel 4, Channel 5, ITV2 and E4, the campaign was voted the seventh-most memorable of the year, according to a public poll commissioned by Travel Weekly.
Using our cutting-edge media analysis tools, by month four of the campaign we had reduced the brand’s Cost Per Lead by 68%.
Armed with performance insights, we identified a particular correlation between higher response rates and certain television channels. We consequently negotiated a sponsorship package on Turner Classic Movies, which ran alongside 30-second spots until Autumn 2018 as part of a concerted push to engage the target audience of 20 to 59-year-olds.