House of Travel says ‘the best holidays are created together’ in new campaign via Colenso
In an increasingly fragmented travel market competing on price and DIY behaviour, House of Travel wanted to remind New Zealanders about the importance of getting the best holiday experience at the best value. House of Travel’s new campaign: ‘The best holidays are created together’ reflects the way their travel consultants collaborate with customers to use their knowledge, buying power and passion for travel to create moments that people remember forever, building value into every holiday experience. And it’s this message that House of Travel and Colenso BBDO wanted to bring to life in House of Travel’s latest campaign.
The campaign has been launched with a beautiful series of films shot by Kiku Ohe of Exit Films and Colenso BBDO on location in Vietnam, Australia and New Zealand. These ads are the first piece of work in an ongoing series of executions that will be rolled out across every communications touch point.
Says Ohe: “House of Travel deliver an incredible range of tailored travel experiences, and I wanted to present this in an authentic and photographic way that explores personal memory. When we are on holiday the day seems to stretch out longer than when we are in our everyday routine, and it was a great challenge and joy to explore this concept of time. It truly was an exciting collaboration with House of Travel, Nick Worthington, Dave Brady and the whole team at Colenso Auckland.”
Says Andy McLeish, planner, Colenso BBDO: “The real beauty of travel is the fact that you have experiences that enrich your life in all sorts of ways. The people at House of Travel get that better than anyone. So we wanted people to understand that the way to get the most out of their travel is to talk to an expert about their ideas. And the people with the most expertise and passion are at House of Travel.”
Says Nick Worthington, creative chairman, Colenso BBDO: “By working with the consultants at HOT and pulling on their incredible knowledge you can create holidays that push a little further based on your own wants and comfort levels.
“We wanted to communicate this in a totally genuine manner and show destinations in a way that the viewer would feel, not just watch. To that end, we cast real people over actors and sent them on real holidays, filming them on their travels to document their experiences. As they say in the films ‘it’s not just where you go, it’s where that place takes you’.”
Says Ken Freer, marketing director, HOT: “This brand campaign is the result of a huge amount of research carried out to understand how our customers think about travel in every aspect of their journey, from dreaming through to research, planning and travelling. We truly believe that our consultants and customers can create a better holiday together than either could do on their own.
“The beauty of using a House of Travel consultant is having an expert to provide advice on direction based on the specific needs of the customer. This has come through beautifully in our ads – ‘the best holidays are created together’ is a departure from any past brand positioning for House of Travel and really captures our direction as a business.”
As well as 60″ and 30″ films, the campaign also features a longer 2′ 20″ edit designed to play in cinema, making the most of this environment to allow audiences to truly experience the special moments created in the films.
Client: House of Travel
Ken Freer, Marketing Director
Paula Sundin, Head of Brand Experience
Agency: Colenso BBDO
Film Company: Exit Films
Kiku Ohe, Director
Editor: Simon Price & ARC EDIT
Media Agency: Zenith Optimedia
10 Comments
These are great, awesome work Colenso.
Colenso continue to show that TV isn’t their strong point.
These are fantastic.
That cinema cut is far too long – the 60 spot is pretty great though.
Beautiful work all round, nice to see some solid film craft.
Beautifully shot travel montage that doesn’t relate to the tagline.
Should we be trying for more?
Finally a travel spot that actually takes you somewhere…I need a bloody holiday.
Reminded me of a real holiday. Classy work.
Agree with old. Beautifully shot and some great tonal subtleties but in the end still just a travel montage. A good version of what we’ve seen a million times before.
Will travel ads ever be any different?
I did laugh when the Tagline came up at the end.
The cinema cut is too long but has a better feel than the 60sec which seems cheaper and more run of the mill.
Nice work by the DOP. Why isn’t he credited?
What incredible locations. That cinema film is quite something.