Client: Civil Aviation Authority/ATOL
Campaign: Pack peace of mind
January is known for the blues, the sales, and a spike in Google searches for holiday inspiration.
In the last few years a number of travel companies have moved their headquarters outside of the UK. This means they no longer have to provide the level of protection provided by our client ATOL. Instead, they often comply with similar but less comprehensive financial protection schemes from outside of the UK.
This means travel companies can offer cheaper holidays, but also makes travellers vulnerable. As the target demographic of many cheap package deals, families find themselves most at risk.
Building on the foundation of our successful ‘Pack Peace of Mind’ campaign, we used Justine Case and her family to remind families to check for ATOL protection before booking.
Like our previous ATOL campaigns, we had three challenges to address. We needed to:
- Make sure families in particular knew about the ATOL scheme
- Emphasise the importance of checking for financial protection before booking a trip
- Be the reminder that only the ATOL certificate confirms a trip is protected.
Put together with support from UK travel companies, the knowledge from our campaign means families make informed choices when booking a holiday and avoid booking a trip without full protection.
Our last ATOL campaign refreshed the creative with families in mind, creating Justine Case and her family. This year we targeted the campaign through TV, social media, press, online display, and a new radio campaign.
Mrs Justine Case was our radio voiceover who urged bookers to check for ATOL protect before they pay any money over for their holiday, whilst maintaining the fun, informal and conversational tone of the campaign.
Activity began at the end of 2015, targeting the post-Christmas holiday researchers, and will continue into 2016. This includes executions across:
- online display
- video pre-roll