Client: Ocean Village
Ocean Village is to launch a new multi-platform advertising campaign to support its 2009 programme.
The heavyweight campaign, across television, radio and print media, will focus on the Granada, Central, Yorkshire and for the first time West Country TV regions with a £1 million spend.
The TV creative follows on from Ocean Village's first two television campaigns in January and May 2008 and features the familiar voice of Tamzin Outhwaite and exploits the distinctive hot colours of the Ocean Village logo.
The 30-second TV ad will feature on ITV1 in the Yorkshire Granada, Central and Meridian regions from 15 September 2008 in a five week heavyweight campaign targeting the key 35-54 year old age group with an emphasis on peak time programming.
The creative plays upon the brand's strapline 'the cruise for people who don't do cruises' and features a £599 lead price for a week's fly-cruise in the Mediterranean.
As with the previous 2008 campaigns, the execution features pseudo-animation and reinforces Ocean Village's laid-back, casual cruising message.
The commercial was developed by the in-house Ocean Village team in partnership with production house Tigervision.
Complementing the TV activity is a 40 second radio advertising campaign.
Instore marketing materials for the travel agencies include POS visuals which reinforce the distinctive TV visuals, bunting and six foot column display units.
The broadcast campaign is supported by a national six week print media campaign in key midmarket and quality papers, featuring a mix of inserts and advertorials.
In addition, a direct mail campaign to over 250,000 new and existing customers, supports the marketing push with creative focusing on this winter's Caribbean holidays and next summer's getaways to the Med.
Head of Marketing for Ocean Village, Gill Haynes, said, “On the back of our first two TV ad campaigns in January and June this year, sales have increased significantly in the key regions and prompted ad awareness has made a quantum leap, up from 25% to 42% among potential and current cruisers, with Ocean Village now vying for second place in the sector."