Thank you for the music, says TUI
First Choice and Thomson claim the music used in their new TV brand campaigns has helped them enjoy their busiest ever day of website bookings.
The First Choice ad features the current Number 1 single Good Feeling by Flo Rida, which has been in the charts for the past eight weeks.
Since the ad broke, First Choice says it has seen a 43% increase in website traffic in the last week year on year, with 1.08m unique visits made between January 2-8.
Meanwhile, Thomson’s ad, which launched in October, uses the Pixies track Where is my mind?
Due to popular demand the song has been released as a single by artist Sunday Girl and has been hailed as the one to watch in 2012.
Thomson said its website last week had a year on year increase of 14%, making it the number one visited travel agency site.
Jeremy Ellis, marketing director at TUI UK & Ireland, said: “For too long mainstream holiday brands have lacked any differentiation, so consumers end up choosing on price.
“Holidays are a very emotional purchase, so we see a huge opportunity to put real meaning into both Thomson and First Choice, and drive value through distinct propositions serving different customer segments. The music reflects this.â€
by Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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