Jet-set January: 2024’s travel ad round-up
Nothing says January blues like great stretches of clear skies and crystal waters.
Despite the economic backdrop, post-Christmas fatigue has always been a perfect storm for travel advertising. It is a time when most Brits are staying in, saving energy, and dreaming longingly of sunnier climates.
With 2024 already showing promising signs - recent data from Barclays reports that 1 in 7 people plan to take more holidays this year compared to previous ones* - we thought we’d review the messages brands are sending consumers at a time when they probably want to hear it most.
Starting with the obvious, January saw a surge in sales messaging. Much like Black Friday, it's a period where brands can be unapologetically price-focused. This year saw the return of easyJet’s ‘Big Orange Sale’ and TUI’s ‘Live Happy Sale’ - campaigns that have been repeated enough times to coin their own titles. In both cases, they pivoted existing creative and added a new voiceover - leveraging their high brand awareness to promote whatever savings on offer this year. It’s an efficient and worthwhile tactic, showcasing the power of consistency in marketing (a recurring theme in this year’s travel ad showreel).
Whilst the majority of brands defined savings messages as keeping costs low and offering flexible payment terms, some defined value as premium extras without the price tag. For example, On the Beach promoted complimentary lounge access, encouraging viewers to “fill their boots" and become "booking geniuses." All of this ironically soundtracked by a cover of Andy Williams' hit, ‘It's the Most Wonderful Time of the Year.’ Love-to-hate-it or hate-to-love-it, On the Beach's use of Christmas music certainly makes them memorable. And speaking of memorable audio, no travel ad roundup would be complete without Jess Glynne asking us to hold her hand and book a package holiday. It’s 2024, and we're still singing along - keep doing what you're doing, Jet2.
While many brands were recycling existing creative, some entered the year with big, bold, and beautiful new campaigns. A special mention goes to P&O with their 'Holiday like never before' TV ad. It offers a wonderfully unique treatment that presents cruising from a whole new angle - quite literally. It feels like an ad designed to change perceptions, presenting cruising as the shiny, happy alternative to "normal holidaying", as the closing line suggests. Here’s what Alex Smith, our Head of Video, has to say on P&O’s latest direction:
‘We often get so caught up in what a brand has to say that we forget that TV is first and foremost a visual medium. P&O’s campaign is a great example of how visual impact can outperform any shoehorned USPs. The bullet time technique, although not the first time we’ve seen it used, feels like a nod back to cinema’s roots - when motion pictures were a spectacle, and film felt like a magic trick. It's a refreshing approach for a cruise brand where audience entertainment is at the top of the priority list, as it should be.’
While P&O and Fred. Olsen were fuelling positivity and excitement with a sense of cinematic grandeur, brands like Kuoni and Visit Wales were using the power of video to showcase the variety of experiences on offer. When well-executed, these ads become a feast for the eyes and ears, where pace, sound, and candid styling fuse effortlessly together, resonating with people everywhere as they see themselves as the travellers on screen.
While "variety in travel" may seem like an obvious campaign direction, it's sometimes what people need reminding of the most.
Of course, another way to evoke positive feelings in your ads is through humour. January 2024 marked a year of British Airways' 'Take Your Holiday Seriously' campaign, an effortlessly effective approach that stands out for its satirical script and relatability. It serves as the perfect antidote to January's return to reality and a memorable move by the airline giant.
“Fundamentally, we need to remember that advertising is created for humans, humans who are governed by emotions. And it’s that emotion that helps us establish a connection to a message and the brand itself. Humour, above all, not only gives us a positive association of that brand but has the ability to leave a lasting impression.” - Ben Irons, Senior Creative Designer.
British Airways' - Take Your Holiday Seriously Campaign
So, if your goal in 2024 is to make your brand stand out in an increasingly crowded market, we’re here to help. In the meantime, as we sail through travel’s peak booking season, we’ll be keeping an eye on how people are responding to those who got it right this January.
*https://home.barclays/news/press-releases/2024/01/holiday-bookings-and-festivities-brought-december-cheer-for-hosp/#:~:text=Travel%20triumphs&text=One%20in%20seven%20Brits%20(15,deals%20in%20the%20January%20sales .
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
