It’s a universal truth that you meet the weirdest people on holidays. It’s part of the holiday allure, is it not?
The other part of the allure is having the feeling that the holiday deal is so good you shouldn’t really be there.
Droga5 London has used the first strange fact of life and the second strange desire for a holiday to create an unusually addictive campaign for Secret Escapes, the members-only flash-sale site for four and five-star hotels and holidays.
In each ad, a Secret Escapes traveller meets an odd bod who decides to share far too much info about why they “shouldn’t really be here”. Each goes into a detailed explanation of the extraordinary sequence of events that result in their being lucky enough to be at the holiday location. The ads heroes then reveal that they are lucky enough to be there because they got a great deal – up to 70% off.
And so the ads underline both Secret Escapes’ luxury travel for less positioning, and the feeling that Smart Escapes holidays give you that incredibly lucky to be there feeling.
David Kolbusz, chief creative officer, Droga5 London, explained, “Thanks to Secret Escapes, luxury travel is no longer just for the loaded. Now everyone can afford these extravagant holidays. With the help of our talented director – Tim Godsall – and a sensational cast, we were able to bring this message to life.”
Alex Saint, chief executive officer at Secret Escapes, added, “At Secret Escapes, we make luxury travel accessible and want to show people that they can afford – and deserve – a high-end holiday without a high-end price tag. We’ve reached a really exciting period in the brand’s development, where we’re operating in 21 territories, bringing affordable luxury travel to 45 million members globally.
“With our new TV campaign with Droga5 London, we aim to expand our reach and really encapsulate our mission to inspire the world to escape with our range of hand- picked hotels and holidays.”
The campaign is running in 90 second versions for cinema and 30 second TVCs. All three spots were shot in a single day in trending holiday spot, Croatia.
The campaign launched in the UK and Germany on TV and online video.
