Online travel agent Travel Republic has unveiled a major TV advertising campaign for January.
The advert, due to launch in mid-January, will encourage viewers to buy into the brand as a ‘holiday nation’ offering every type of trip from fly-and-flop beach holidays and winter activity breaks to cruises.
The campaign will focus on the north where Travel Republic says it has a higher proportion of customers. Visitors to the OTA’s site were asked last week to help select a flag for the new ‘Travel Republic’ to go with its ‘anthem’ – the soundtrack to the TV ad.
Branding on the site has already been updated, with the Travel Republic logo tweaked to look more like a passport stamp.
Though the TV campaign will be regional, the Dnata-owned brand is poised to sign a sponsorship deal with a major prime-time programme on ITV, which will air from January.
Travel Republic joint managing director Ian Simmonds said: “We’ve been looking at our unique selling points, and one thing we’ve always focussed on is making sure we have as much breadth of product as possible.
“We’re fighting for value for customers. We do that in different ways, with the amount of XML product connections as well as direct contracts, to make sure we’re a real value proposition.”
He added: “We’re trying to pull together treating customers well and giving them flexibility, through things like low deposits and easier payment and cancellation terms. We are trying to get those values across in a 30-second ad, trying to create a community to go along with our name.”
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