Teletext Holidays

Teletext Holidays, the iconic home of late deals, entrusted Guerillascope with the planning and buying of a new turn-of-the-year TV advertising campaign in 2017. The activity formed part of a wider marketing strategy designed to cut through the noise of a typically busy time in the travel sector.

Objectives

  • Increase both direct and brand traffic in the short-term.
  • Maximise brand awareness in the long-term.

Outcomes

  • January saw web visits increase by 42% year-on-year, with February drawing an even greater rise of 50%.
  • Thanks to a slick creative – courtesy of Aspect Film and Video – and a bold strategy that encompassed the likes of Channel 4, Channel 5, ITV2 and E4, the campaign was voted the seventh-most memorable of the year, according to a public poll commissioned by Travel Weekly. 
  • Using our cutting-edge media analysis tools, by month four of the campaign we had reduced the brand’s Cost Per Lead by 68%. 
  • Armed with in-depth performance insights, we identified a particular correlation between higher response rates and certain television channels. We consequently negotiated a sponsorship package on Turner Classic Movies, which will run alongside 30-second spots until Autumn 2018 as part of a concerted push to engage the target audience of 20 to 59-year-olds.

TV advertising's impact on the business has been extremely positive since the launch in December 2017. Despite being a very competitive time in the travel market, Teletext Holidays had its best January on record; and the success has been maintained as we continue to refine the strategy.

Working on the TV campaign has been exciting and motivating for the whole team. Collaborating with Guerillascope is great; I have found the whole account team very knowledgeable - particularly around the optimisation of TV buying - and very willing to go the extra mile to support us.
Kelly Maher, Head of Marketing

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