icelolly.com has launched a tongue-in-cheek summer campaign that sees the holiday metasearch engine’s promise of offering customers an unrivalled opportunity to compare and save brought to life with the help of England goalkeeping legend Peter Shilton.
The campaign sees arguably England’s greatest goalkeeper of the modern era being asked a series of pre-and-post match questions in 10-second spots that play on the fact that a goalkeeper’s job is to ‘save’. The short films, which can be viewed on icelolly’s blog page and across social media channels including Facebook, Twitter, YouTube and Instagram, begin with a football-themed question. However, Peter’s tongue-in-cheek responses firmly position icelolly as the go-to metasearch engine that helps millions of people save time and money when comparing holiday deals.
Sample ‘Post Match’ Interview With Peter Shilton
We see Peter in full goalkeeper kit in front of a branded icelolly logo wall conducting a post-match interview with a reporter.
SHILTS: “In all of my 125 caps for England, that has to go down as the best save I’ve ever made!”
SHILTS: “And who would have thought it’d be in Ibiza?!”
VO: “IceLolly.com – Compare & Save”
Created by Leeds-based integrated marketing agency Creative Race in collaboration with the icelolly marketing team, the engaging pre and post match spots premiered before England’s first World Cup game against Tunisia on Monday 18 June. They will air through England’s remaining games and beyond over a six-week period.
The Peter Shilton Save campaign builds on the success of icelolly’s brand-building initiatives since the turn of the year. These include sponsorship of ITV’s Keith & Paddy’s Picture Show, a partnership with McDonald’s for its popular Monopoly campaign and ongoing regional Weather sponsorship across a number of Capital Radio stations in the North West, North East, Yorkshire and the Midlands, in association with Global.
It follows hot on the heels of the launch of icelolly’s multi-platform #ShutTheCupUp* competition, which runs until the end of the World Cup and offers those with football fatigue the chance to win one of five holidays simply by saying why they would ‘shut the cup up’.
“We operate in a competitive market, so it’s imperative to keep icelolly in the forefront of consumers’ minds during periods of key travel interest throughout the year,” explains Ross Matthews, Marketing Director, icelolly.com.
“Our #ShutTheCupUp initiative was designed to reach existing icelolly audiences in social, on site, email and other owned channels. The Peter Shilton Save campaign is about keeping that conversation going, but with a slightly different demographic, empathising with our predominantly female audience who perhaps enjoy the World Cup – but not necessarily the prospect of a month of wall-to-wall coverage!”
The company claimed the title of the UK’s fastest growing travel metasearch in the first quarter of 2018 according to Hitwise data. Following a relaunch of its core platform in late 2017, icelolly today compares over 100 million holiday offers from some of the UK’s top travel companies. It welcomes over 20 million visitors to its site each year, with a database of 2 million and social media followers of over 400,000.
Notes to editors
*The #ShutTheCupUp competition runs from 9am on Thursday 14 June 2018 and ends at 11:59pm on Sunday 15 July 2018. Four lucky entrants will win a city break each to either Barcelona, Budapest, Prague, Rome or Amsterdam. One further entrant will win a 7-night Mediterranean package holiday to either Spain (including the Balearic Islands), Turkey or the Greek Islands. Entrants can tell icelolly why they want to shut the cup up on icelolly’s Facebook page or by using the #ShutTheCupUp hashtag on Twitter. Entries can also be made directly via a specified landing page. A panel of five icelolly.com judges will decide each of the winners based on the strength of reason submitted. Winners will be contacted by either email, Twitter DM or Facebook Messenger (dependent on how they entered the competition) within five working days if their submission has been selected. To find out more, and for full terms and conditions, visit icelolly.com/ShutTheCupUp.
Founded in 2005, icelolly.com is now the UK’s fastest growing holiday comparison website according to Hitwise data Q1 2018, with more than 20 million visitors each year generating over 40m search queries annually. Users of icelolly.com’s holiday metasearch and travel deals platform can compare millions of great deals on package holidays, cruises and UK breaks from the UK’s leading travel companies. All holidays advertised in the icelolly.com marketplace are ATOL protected. Being able to compare deals from more than 30 different travel companies, who add their best offers daily, allows customers to save time researching their holiday and save money, making icelolly.com a firm favourite with British holidaymakers.