FARM

The English public has been increasingly snubbing the idea of a “traditional” short break at home for more “adventurous” overseas travel.

We figured that traditional picture postcard images alone wouldn't cut it. So we developed a TV led campaign platform that would feature people “in the know” sharing their personal recommendations - hidden gems around the country. This “word of mouth” platform was then adopted for web activities to generate audience involvement, new recommendations, and ultimately an ideal platform for CRM.

Over time we have seen a dramatic increase in brand awareness and consideration (from 42 – 83%) with 45% of target more likely to choose England for their next short break.