With uncertainty continuing around holiday travel, we're communicating the Channel Islands by sea as the perfect middle ground in our 2021 integrated launch campaign.
The digital, social, radio and TV campaign launched in March with the aim to win a chunk of the staycation market as well as take advantage of the surge in European holiday bookings after the government's roadmap announcements.
March 2021 TV:
People will be torn between going overseas and taking a staycation - with Condor they can do both! In summer 2020 people bought dogs, paddleboards, campervans, and bikes, and this will influence 2021 holiday decisions and mode of travel, as will travel guidelines - this gave us the opportunity to leverage destination in our latest campaign.
The location means this summer holiday people can enjoy the best of both worlds… all the excitement of going overseas, with all the reassurance of staying close home. Holidaymakers can sail with Condor Ferries to the beautiful sun-kissed islands of Jersey and Guernsey – they’re part of the British Isles yet will feel a million miles away.
Every piece of creative was carefully mapped against key search trends, booking data and consumer behaviour to make it as effective as possible:
We then carefully mapped the media to make sure we could reach the right people, in the right locations in the right place with detailed personas and targeting strategies:
Watch this space as the campaign and evolves, and let's hope 2021 is the year we can all enjoy the freedom of travel again 🙏