Company launches biggest ever marketing campaign focussing on how easy it is to search, compare and save on a range of holiday experiences from the UK’s leading travel companies
In a year that has seen icelolly.com cement its position as one of the UK’s leading travel brands, the holiday comparison and deals website is set to return to its core values with the launch of a new multichannel marketing initiative beginning 26 December 2019.
icelolly.com simplifies what can be a complicated and frustrating process for many by putting fun and personality into holiday comparison, and the campaign will highlight how easy it is for customers of all demographics to compare a wide range of holiday experiences and find a great value deal to suit their tastes, availability and budget.
Following on from last year’s successful brand-building campaign, new TV ads will combine visually engaging footage alongside an animation of the icelolly.com App to illustrate how simple it is to search and compare holidays, hotels, city breaks and cruises.
The 30” spots will have three iterations targeting specific customer groups, with a compelling voice-over accompanying the on-screen imagery, explaining how icelolly.com features millions of holiday deals from the UK’s leading travel companies and allows customers to compare prices and save money on their perfect holiday. The narrator invites customers to ‘join over 13 million customers who choose icelolly.com, voted the UK’s Best Holiday Comparison Site’ and closes with the line: ‘icelolly.com – we’ll find the deal to get you there.’
“In a glut of travel ads on TV inspiring people to start researching their next holiday, we have chosen to showcase a very functional and purpose-driven campaign. If you want to compare and find the best holidays in the market, customers should use icelolly.com,” explains Darren Kunar, Head of Marketing Communications, icelolly.com. “’We’ll find the deal to get you there’ has been conceived to drive differentiation by showcasing the range of holiday experiences available and how the search and book process is made easy.”
The majority of spots will air on the ITV Network through the Peaks period in a continuation of icelolly’s successful partnership with the broadcaster, which began at the beginning of 2019. The commercial will launch on Boxing Day across the network during favourite TV shows such as You’ve Been Framed Kids and Celebrity Dinner Date; movies including Nanny McPhee and the Big Bang and Minions; and popular soaps including Emmerdale and Coronation Street. Ads will also air on Channel 4 and Sky Channels as part of the company’s efforts to extend reach and raise the brand’s profile even further through 2020. There will also be significant OOH activity commencing in December.
The ad creative was developed by VTR North in collaboration with icelolly’s in-house team, with media planning through MI media.
Over the last year, icelolly has endeavoured to make the holiday comparison process as simple and user-friendly as possible, relaunching its website across desktop and mobile to make the search and book process more accessible, simpler and inspiring than ever before. Now featuring real-time pricing and live availability, sophisticated features allow the customer to easily navigate the site and apply smart filtering to refine results by star rating, board basis or budget.
For further information, please contact Ian Benjafield at firstname.lastname@example.org
icelolly.com was this year named the UK’s largest website comparing holiday packages according to independent research by Hitwise. With more than 20 million visitors each year and one of the largest Social followings in travel, icelolly.com allows customers to compare and save on millions of package holidays, cruises, UK breaks and more from leading travel companies. The company was named Best Travel Comparison Website at the British Travel Awards 2019; Travel Brand of the Year and Best Metasearch at the Travolution Awards 2019; and Best Travel Comparison Website at the TravelMole Awards 2019. Prior accolades include Travel Brand of the Year (<£25m) at the Travel Marketing Awards 2019; Best Website at the Northern Digital Awards 2019; Rising Brand of the Year and Best Use of Social Media at the Travolution Awards 2018; Travel & Tourism eCommerce Website of the Year 2018 at the Northern eCommerce Awards; and Innovation in Integration: Combining Tech Powers at the 2018 dotmailer Email Marketing Awards: the dotties.