SuperBreak – Multimedia ROI through creative implementation

Superbreak 16.9

The brief

Short break specialist SuperBreak underwent a major rebrand in 2014 and, as an extension of this, wanted to launch their first TV advertising campaign in over a decade.

After a four-way pitch, we were appointed alongside the creative team at Brass to generate further brand awareness and create a positive return on investment, with a regional focus on Yorkshire and Tyne Tees.

Our plan

As a multi-media campaign, we worked in association with a roster of agencies to fulfil the client requirements, with our responsibility covering TV, on demand, door to door, national press inserts and outdoor media.

We created and implemented a strategic TV campaign based around core ITV assets, e.g. Sunday night at the Palladium, which also ran on ITV on Demand and Sky AdSmart for broadcast, supported by national press inserts in the given regions. Door to door was planned on key mosaics within a short drive time of core rail stations, and indexed against existing SuperBreak customers to ensure efficient targeting. Finally, outdoor marketing was secured in dominant sites at Leeds Station to enhance the broadcast message in a relevant environment with high footfall.

To ensure optimum results, ongoing in-campaign analysis was implemented throughout. We identified best performing days, day parts and programmes, allowing us to tweak the schedule to maximise response.

The results

266% increase in awareness (ascertained via brand workshops)

Increased awareness in core ABC1 35-54 market versus all other demographics

18% increase in short break market share

29% increase in direct site traffic

8% increase in average booking value

10% increase in social engagement and positive sentiment

Increase in Feefo ratings