Agency: brothers and sisters
Client: The Sun
Tabloid daily The Sun has launched a new campaign to promote its annual £9.50 holiday promotion encouraging families to have fun in the sun for less – despite the sub zero temperatures across Europe.
Created by brothers and sisters, the campaign carries the strapline, ‘a lot of holiday for as little as £9.50’.
The campaign will be running across TV, radio and press for the next month and aims to engage with the audience on an emotional level by highlighting the positive family experiences that can be enjoyed at great value.
The spot opens with an excited family getting ready for a day at the beach. They join other holidaymakers and quickly get involved in building a towering sandcastle.
The ad features a cheerful soundtrack reminiscent of days spent away in the sun – clearly this sort of summer holiday won’t be available for sometime yet.
The Sun offers £9.50 holidays at 192 parks in England, Scotland, Wales and Ireland. Readers can take their holiday in February, March, April, May, September, October and November.
Andy Fowler, creative director, brothers and sisters, said, “The Sun’s holiday promotion has always been a success but we wanted to use the spot to encourage new readers to take up the offer by changing their perceptions and showing that everyone can have fun and get a great value deal.”
Allan MacCaskill, head of brand at The Sun, added, “£9.50 Holidays is a key promotion for us; more people go on holiday with The Sun than any other UK tour operator and we want even more people to experience a great break with us. The ad is upbeat, humorous and fun; credentials we pride ourselves on daily.”
The campaign is currently live across national print, radio and television and will run until 15 January 2009. Media planning and buying was handled by Mindshare.
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