In 2007, Airtours were Number 4 in the holiday market. Naturally, they wanted to be Number 3. To do this, they recognised that they needed to conduct a fundamental root and branch re-appraisal of their brand. We worked with them to produce a whole series of service initiatives to sit side by side with an exciting new portfolio of global destinations. With these in place, we were then able to take them in a whole new direction. With a dramatic new advertising
approach which would capture this spirit of change and catapult the brand back into the consumer’s consideration set. In the event, our ‘You’ll like where we’re going’ campaign was used synergistically through the line to stunning effect. Post campaign research showed that the campaign shifted perceptions dramatically, elevating the brand to its coveted Number 3 slot and also shifting a significantly higher number of holidays.