Designate helps Travelbag make ‘out there’ easier with new campaign
Brighton based strategic creative agency Designate has unveiled a multi-channel campaign for Travelbag which marries confidence and inspiration with reassurance.
The Brighton agency helped long-haul tailored travel specialist Travelbag to evolve its ‘Out there made easy’ brand positioning for a new campaign ‘Out there made easier’ as restrictions begin to lift.
The campaign will run across a variety of media and channels and includes advertisements in the Daily Mail and animated digital outdoor sites, as well as a video and other assets for social media and email.
Miriam Boote, Director, at Designate said: “Travel marketing over the last year in particular has had to put concerns around safety and hygiene front and centre. But this industry is about selling dreams. We can’t ignore the reality of what it is like to travel now, but we thought it was time to stop being apologetic and start exciting people about holidays again – while assuring them that Travelbag has got their back if their plans change.
“Rather than reinvent the wheel, we saw this as an opportunity to reinvigorate Travelbag’s existing positioning. This campaign reminds everyone that, uniquely, Travelbag stands for putting the exclusive within reach of the masses and thanks to their various Covid-related products, that whatever the challenges, it makes it possible for anyone to go further, try new things and experiment. To get out there, easier.”
The evolved tagline, ‘Out there made easier’, is a response to growing evidence that confidence is slowly returning to the brand’s customers, but they’re still seeking reassurance about what requirements are in place for the destinations they want to visit, and that their bookings are safe if their plans change.
The refresh work by Designate included a series of workshops and discussions earlier this year with team members from across the business. This revealed that while Travelbag’s expertise and reliability in looking after its customers and ensuring bookings were quickly refunded or rebooked during the pandemic were undisputed, the ‘new world’ of travel means messages designed to inspire and excite customers have to be married with those of reassurance and ease.
The campaign features the confident and playful tone, bright colour palette, bold typography, and disruptive imagery which has characterised the brand’s marketing since 2019.
Messaging is either destination or deal-focused, or spotlights the variety of benefits Travelbag offers customers to reassure them as they consider making a booking – including low cost PCR tests and free changes right up to the date of departure.
Travelbag’s Head of Marketing, Nicola Richardson said: “After a very challenging 18 months, this campaign by Designate shows we’re looking ahead now and getting back to what we do best – making sure our customers can see the world. But we know it’s not going to be plain sailing for a while yet, so this campaign is all about telling anyone who’s ready to get out there again that we’re here to make it easier for them.
“Our 40-plus years of selling tailored long-haul holidays, alongside our Covid Pledge, flexible booking policy and the expertise of our people, gives us massive confidence to get on the front foot now. We know people are ready to book now, our indicators for 2022 are positive – over two thirds of the bookings we’ve taken in the last month are for travel next year. This campaign will help people to make that final step.”
The new campaign goes live on Travelbag’s owned channels, including social media and email, from 17th September.
For more information visit https://www.designate.com/