Client Partner: Civil Aviation Authority
Campaign: Pack Peace of Mind
We launched the Pack Peace of Mind campaign for ATOL back in December 2012. Subsequent campaigns have been astoundingly successful, but the financial protection landscape has changed. It was time for a new phase.
A number of companies based outside of the UK have started selling cheap holidays to UK consumers with little or no financial protection. This poses a significant risk to travellers in the event of a travel company going bust or transport complications.
As the target demographic for these low cost holidays, families are most at risk of going away unprotected. These companies comply with cheaper, less comprehensive financial protection schemes from outside of the UK. While this means that the holidays are priced more cheaply it also means they can provide a false sense of security.
Our challenge was to tackle this risk by making sure families:
- Are aware of the ATOL scheme
- Understand the importance of checking for financial protection before booking
- Know that only the ATOL certificate confirms their 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 with limited protection.
Our previous ATOL work built the foundation for this campaign. However, with families in mind and potentially dry subject matter to deal with, we evolved the idea and the creative route to engage the audience and make the message mean something to them.
Maintaining the Pack Peace of Mind concept, we tailored the creative executions to consider families specifically. Justine Case and her family were created, designed and animated to demonstrate the relevance of the ATOL certificate to a fun family holiday.
The campaign uses a family of animated luggage cases to convey the message whilst ensuring the key take out was positive rather than scaremongering. The end result is a more impactful and engaging campaign that conveys the importance of ATOL without introducing negativity.