Over the course of two campaigns we specifically targeted a different, wealthier customer and later appealed to a new, generation of younger travellers. Both campaigns were held together by the ‘free spirit’ line that meandered through all the comms, hinting at the greatest luxury of all: the time to enjoy a change of pace.
We targeted city professionals in their financial trade journals, on and offline. By using incredible, exotic holiday location shots in sober publications we completely stood out. Using trade jargon in the headlines gave a little nod to the reader and the media, making this one of the more popular campaigns among members and publications.