Challenge
Teletext Holidays, the iconic home of late deals, chose Guerillascope as its media agency partner in 2017. A new turn-of-the-year TV advertising campaign formed part of a wider marketing strategy designed to cut through at a typically busy time in the travel sector. Objectives Increase both direct and brand traffic in the short-term. Maximise brand awareness in the long-term.
Solution
TV advertising campaign
Results
- 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. - In March 2019, Guerillascope and Teletext Holidays won the Best Use of TV category at The Travel Marketing Awards.
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