House of Travel has teamed up with Colenso BBDO, Exit Films and ZenithOptimedia, to remind Kiwis about the importance of getting the best holiday experience for the best value. ‘The best holidays are created together’ reflects the way its consultants collaborate with customers to create moments that people will remember forever.
The campaign is supported by a series of three films, shot by Kiku Ohe of Exit Films and Colenso BBDO on location in Vietnam, Australia and New Zealand. These ads are the first piece of work in an ongoing series of executions that will be rolled out across every communications touch point.
The 30-second spot demonstrates the collaboration of the consultant and customer, while the 60-second spot highlights the value in holidays through moments people will remember. Both use a voice-over to drive the narrative.
The campaign also features a longer over-two-minute second edit designed to play in cinema. Unlike the shorter spots, there is no voiceover, allowing for the environment and the special moments it creates to speak for themselves.
Ohe says he wanted to present House of Travel’s range of tailored travel experiences in an authentic and photographic way that explores personal memory.
“When we are on holiday, the day seems to stretch out longer than when we are in our everyday routine, and it was a great challenge and joy to explore this concept of time,” he says.
Rather than using actors, Colenso BBDO cast real people and sent them on holidays, created by House of Travel, to have their experiences filmed and documented.
Creative chairman Nick Worthington, says the effort was to show that holidays can be created that push a little further based on your own wants and comfort levels and show destinations in a way the viewer would feel, not just watch.
It was the result of a huge amount of research carried out to understand how customers think about travel in every aspect of their journey from dreaming through to research, planning and traveling. House of Travel marketing director Ken Freer says it believes the consultants and customers can create a better holiday together than either could do on their own.
“The beauty of using a House of Travel consultant is having an expert to provide advice on direction based on the specific needs of the customer,” says Freer. “This has come through beautifully in our ads – ‘the best holidays are created together’ is a departure from any past brand positioning for House of Travel and really captures our direction as a business.”
Client: House of Travel
Marketing director: Ken Freer
Head of brand experience: Paula Sundin
Agency: Colenso BBDO
Film company: Exit Films
Director: Kiku Ohe
Media agency: ZenithOptimedia