In an increasingly fragmented travel market competing on price and DIY behaviour, House of Travel wanted to remind New Zealanders about the importance of getting the best holiday experience at the best value.
Colenso’s new campaign for HOT, The best holidays are created together, aims to reflect the way their travel consultants collaborate with customers to use their knowledge, buying power and passion for travel to create moments that people remember forever.
“The campaign has been launched with a beautiful series of films shot by Kiku Ohe of Exit Films and Colenso on location in Vietnam, Australia and New Zealand,” says creative chairman Nick Worthington.
These ads are the first piece of work in an ongoing series of executions that will be rolled out across every communications touchpoint.
Kiku Ohe said: “House of Travel deliver an incredible range of tailored travel experiences, and I wanted to present this in an authentic and photographic way that explores personal memory. When we are on holiday the day seems to stretch out longer than when we are in our everyday routine, and it was a great challenge and joy to explore this concept of time.
“It truly was an exciting collaboration with House of Travel, Nick Worthington, Dave Brady and the whole team at Colenso Auckland.”
Colenso planner Andy McLeish said: “The real beauty of travel is the fact that you have experiences that enrich your life in all sorts of ways. The people at House of Travel get that better than anyone. So we wanted people to understand that the way to get the most out of their travel is to talk to an expert about their ideas.”
Worthington said: “We wanted to communicate this in a totally genuine manner and show destinations in a way that the viewer would feel, not just watch. To that end, we cast real people over actors and sent them on real holidays, filming them on their travels to document their experiences. As they say in the films ‘it’s not just where you go, it’s where that place takes you’.”
HOT marketing director Ken Freer said: “This brand campaign is the result of a huge amount of research carried out to understand how our customers think about travel in every aspect of their journey, from dreaming through to research, planning and travelling. We truly believe that our consultants and customers can create a better holiday together than either could do on their own.
“The beauty of using a House of Travel consultant is having an expert to provide advice on direction based on the specific needs of the customer. This has come through beautifully in our ads – The best holidays are created together is a departure from any past brand positioning for House of Travel and really captures our direction as a business.”
As well as 60” and 30” films, the campaign also features a longer 2’ 20” edit designed to play in cinema, making the most of this environment to allow audiences to truly experience the special moments created in the films.
- The video above is the 60” version
- 30” version: https://goo.gl/Lom1zS
- 2min 20sec cinema version: https://goo.gl/uBcvql
CREDITS
Client: House of Travel
Marketing Director: Ken Freer
Head of Brand Experience: Paula Sundin
Agency: Colenso BBDO
Film Company: Exit Films
Director: Kiku Ohe
Media Agency: Zenith Optimedia
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