TravelSupermarket has ingeniously used recycled inflatables for a 3D advert, extending its campaign.
- A striking five-metre-high billboard in Manchester showcases this creative advertising initiative.
- The advert signifies TravelSupermarket’s commitment to innovative marketing and sustainability.
- Launched on 12 March 2024, the ad is part of the ongoing post-Christmas campaign.
- It’s a collaborative effort between creative and media agencies to boost brand visibility.
TravelSupermarket has captured public attention with a unique advertising strategy that incorporates recycled inflatable beach toys into a five-metre-high 3D billboard in central Manchester. This advertisement, part of the company’s first integrated campaign in over five years, prominently features a supermarket trolley overflowing with a 20ft stack of beach toys and the clever tagline: ‘It’s a supermarket. For travel. Obviously.’
The campaign, which originally commenced on Boxing Day 2023, marks TravelSupermarket’s 20th anniversary. It was initially spearheaded by a memorable TV campaign featuring ‘Barry’ from EastEnders and a talking pug, which was succeeded by a series of radio, social, and digital advertisements. The Manchester billboard represents the latest extension of this ambitious campaign.
TravelSupermarket’s chief marketing officer, Steve Seddon, highlighted the strategic importance of the initiative, stating that it aims to maintain high brand awareness during key holiday booking periods in 2024. He noted the campaign’s role in bringing positivity and visibility to Manchester while underscoring the significance of finding competitive holiday deals amidst economic pressures.
Created in collaboration with Meanwhile, a creative agency, and media agency Brazil Street, the campaign is designed to position TravelSupermarket as a leading platform for holiday deal comparisons. Al Marchant, chief executive of Meanwhile, expressed enthusiasm about the public’s anticipated reaction to the billboard, suggesting it might also go viral on social media, driving further engagement and bookings.
The campaign is viewed as an effective method to illustrate TravelSupermarket’s extensive range of comparability in holiday deals offered by top travel companies, highlighting the vital role holidays play as cherished purchases for consumers in the UK.
The campaign successfully enhances TravelSupermarket’s brand visibility through creativity and strategic marketing.
