The brief
Thomson had unsold holidays that they needed to sell. We were asked to come up with a radio campaign rooted in their ‘Built With You in Mind’ proposition to promote local deals from local airports across the country.

Strategy
By identifying that locality would be a key way to cut through a cluttered market, we developed a campaign that featured real Thomson staff based in areas close to regional airports talking about the great deals available in their shops. Using friendly real staff gave the campaign an emotional pull that we were able to push out into a series of online banners too.

Results
Giving the campaign the personal touch certainly worked with bookings well up year on year.  Birmingham increased by 8.3%, Bournemouth by 18.5% and Edinburgh went through the roof  with a whopping 105.5% uplift in bookings.