Teletext is to spend £8.5m on a campaign to encourage consumers to book travel products using its Teletext Holidays’ Web, digital and analogue TV services.
The six-month campaign breaks on March 1, with the strapline ‘Don’t go anywhere until you’ve been to Teletext Holidays’. One of the four executions shows two women walking into the sunset and talking about their holidays when one falls off the jetty with shock on hearing how little the other paid for the same break.
The other TV and radio ads, created by Delaney Lund Knox Warren, all pick up on the ‘value’ theme. There will also be press and web-based advertising with media bought through Manning Gottlieb Media and a guerrilla PR campaign led by Band & Brown. This is the first holiday-specific campaign by Teletext since its £14m rebranding exercise last year and the launch of the holiday sub-brand.