Brass Agency

Making SuperBreak even more super


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Brass brings holiday brand’s USPs to life in TV commercial first

There are scores of companies clamouring for a slice of the travel and tourism market, so when short break expert SuperBreak decided to make its first foray into the world of TV advertising, standing out from the crowd couldn’t have been more important.

The short break specialist, which started life selling travel packages for theatre trips, asked Brass to create its debut TV commercial after putting the team through its paces in a four-way pitch.

Raising the brand’s profile among key customer groups was a top priority, as was driving call centre and online bookings.

Brass developed the creative concept for the animated commercial and supporting integrated ATL and BTL campaign, which included outdoor advertising, media inserts, DM door drops and various digital executions.

Jacquie Fisher, Head of Marketing at SuperBreak, says Brass clinched the deal because its creative work

captured the spirit of our brand, but still focused on driving response.

As well as making a strong and memorable visual impact, the campaign’s overarching theme of ‘you choose the break, we add the super’ helps drive home the brand’s core messaging that it can add value to the customer experience by enabling them to package all elements of their short break in one place.

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National treasure Caroline Quentin was chosen to voice the TV commercial, which aired in the North of England throughout September and October. Initial indications are that the campaign has already had a far-reaching impact, fulfilling the client’s aim of positioning the brand at the forefront of people’s minds when thinking about booking a short break.

Account Director Zoe Sinclair explained that the chosen route was developed to make SuperBreak
more recognisable in the crowded marketplace. “In the sea of location-based imagery used by so many of its competitors, SuperBreak’s campaign really
stands out because it’s totally different, much like its customer offering.“There was so much to tell customers about that prioritising it all was quite a challenge, but it was vital to keep the messaging clear in order to create
real cut-through,” she adds.

“Brass captured the spirit of our brand and the essence of our offering.”

– Jacquie Fisher, Head of Marketing, Superbreak

Watch the SuperBreak TV advert.