OV takes to the TV with Co-op Travel
Ocean Village is embarking on its first television advertising campaign featuring the voice of actress Tamzin Outhwaite.
The £400,000 campaign will initially run in the Granada, Central West and Yorkshire ITV1 regions from January 11.
The 30-second ad is designed to exploit the distinctive hot colours of the Ocean Village logo to push summer cruise bookings.
The six-week campaign is targeting 35-54 year olds with a text call to action in partnership with Travelcare and Co-op Travel.
A 40-second radio advertising campaign on Century FM, Smooth North West, Heart 100.7 and Real Radio Yorkshire will run in conjunction with the TV adverts.
A regional press campaign starts in the second week of January for four weeks.
In store marketing material for travel agencies include shelf wobblers and POS visuals which reinforce the distinctive TV visuals.
Head of marketing Gill Haynes said: “We’re keen to harness the additional impact and cut-through TV can deliver for Ocean Village in the post-Christmas travel advertising frenzy.
“By focusing on the brand’s signature colours and laid-back, casual style, we’ve aimed to produce an ad that motivates cruise virgins, has a fresh, upbeat feel and is inalienably Ocean Village.
“The partnership with The Co-operative Travel gives us the chance to work with an agent with significant presence in the key Granada, Yorkshire and Central areas and a strong commitment to getting more than its fair share of the burgeoning UK cruise market.”
Co-operative Travel Group managing director Mike Greenacre said: “There’s a huge amount of interest in cruising in the Granada, Yorkshire and Central regions and the Ocean Village campaign is designed to leverage that interest into sales through The Co-operative Travel branches, particularly appealing to people with younger mindsets who don’t want the full-on formal cruise experience.”
by Phil Davies
Phil Davies
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