TRAVELBAG MAKES 'OUT THERE' EASIER WITH NEW CAMPAIGN

Multi-channel campaign marries confidence and inspiration with reassurance

Travelbag, the long haul tailored travel specialist, has evolved its 'Out there made easy' brand positioning for a new campaign launched as travel restrictions begin to lift and would-be holidaymakers start planning their 2022 and 2023 travel.

The evolved tagline, 'Out there made easier', is a response to growing evidence that confidence is slowly returning to the brand's customers, but they're still seeking reassurance about what requirements are in place for the destinations they want to visit, and that their bookings are safe if their plans change. The refresh work was undertaken by Travelbag's Brighton-based creative agency Designate, with outputs based on a series of workshops and discussions undertaken earlier this year with team members from across the business. Those workshops underscored that while Travelbag's expertise and reliability in looking after its customers and ensuring bookings were quickly refunded or rebooked during the pandemic were undisputed, the 'new world' of travel means messages designed to inspire and excite customers have to be married to those of reassurance and ease.

The campaign, which features the confident and playful tone, bright colour palette, bold typography, and disruptive imagery which has characterised the brand's marketing since 2019, will run across a variety of media and channels and includes advertisements in the Daily Mail and animated digital outdoor sites, as well as a video and other assets for social media and email. Messages are either destination or deal-focused, or spotlight the variety of benefits Travelbag offers customers to reassure them as they consider making a booking – including low cost PCR tests, and free changes right up to the date of departure.

Travelbag's Head of Marketing, Nicola Richardson comments: “After a very challenging 18 months, this campaign shows we're looking ahead now and getting back to what we do best – making sure our customers can see the world. But we know it's not going to be plain sailing for a while yet, so this campaign is all about telling anyone who's ready to get out there again that we're here to make it easier for them.

“Our 40-plus years of selling tailored long haul holidays, alongside our Covid Pledge, flexible booking policy and the expertise of our people, gives us massive confidence to get on the front foot now. We know people are ready to book now, our indicators for 2022 are positive – over two thirds of the bookings we've taken in the last month are for travel next year. This campaign is about helping people to make that final step.”

Miriam Boote, Director at Designate says: “Travel marketing over the last year in particular has had to put concerns around safety and hygiene front and centre. But this industry is about selling dreams. We can't ignore the reality of what it is like to travel now, but we thought it was time to stop being apologetic and start exciting people about holidays again – while assuring them that Travelbag's got their back if their plans have to change.

“Rather than reinvent the wheel, we saw this as an opportunity to reinvigorate Travelbag's existing positioning. This campaign reminds everyone that, uniquely, Travelbag stands for putting the exclusive within reach of the masses – and, thanks to their various Covid-related products, that whatever the challenges, it makes it possible for anyone to go further, try new things and experiment. To get out there, easier.”   

The new campaign goes live on Travelbag's owned channels, including social media and email, from 17th September.

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