NEWS
T
consumers about cruising.
“The trade continues to invest
heavily in getting consumers to
understand what the cruise industry
is all about,” she said.
First Choice general manager
marketing Stuart Mayo said the
peaks market remains commercially
strong, despite the increase
in late sales.
Mayo said: “People still want to
book a holiday so they have
something to look forward to.
“There is also the pressure for
families to get the holiday they
want with the availability they
need by booking in January.”
Thomson senior marketing
manager Rebecca Edwards said
the operator had launched a
similar campaign to the successful
‘Holidays built with you in mind’.
The new TV ad, which aired for
the first time last night, features
more Thomson staff members
putting together the perfect
holiday and will run for the next
three months.
“It is important for brand recognition
to keep emphasising the same
message, it is built from the first
campaign with extra twists.
“There is going to be some
familiarity and people will see it as
8 | Travel Weekly Active | December 18 2009
“It is important
for brand
recognition to keep
emphasising the
same message”
a Thomson advert,” said Edwards.
Mayo said following last year’s
campaign, which focused on
families with the children’s
swimming promotion, First Choice
will now focus on the more adult
market. The ad, which launches
in time for Christmas, will show
footage of a couple enjoying a
luxurious pool, as well as the
children’s pools.
Rzymowska said Royal
Caribbean’s own advert focuses
on family fun and will run for four
weeks after its first screening on
January 1 2010.
Backed up by press and online
advertising, she said it would
break the mould when it is
screened at cinemas across the
UK in 3D for the first time.
Haynes said Ocean Village was
maintaining brand awareness by
mixing in new footage with last
year’s animated advert to show
something fresh, but familiar.
The Ocean Village advert will
launch on January 4 2010 for a
month and will highlight both the
ship and the destinations visited.
It will also be backed up by
advertising in the national press.
“It is Ocean Village’s last
‘hurrah’ and we’ve always said
we want to make a big impact,”
said Haynes.
Ocean
Village’s
campaign,
above, will
backed up
by national
press
adverts,
while
Royal
Caribbean,
below, has
focused on
family fun
www.travelweekly.co.uk
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