hays travel tv advert 2022

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Hays to run ‘really powerful’ peaks campaign

Hays Travel is planning a ‘really powerful’ peaks campaign, including TV adverts starting on Boxing Day.

It will also advertise on radio, in newspapers including the Telegraph, on digital platforms such as Mail Online, and on social media, plus it will send mail-outs to 250,000 existing customers.

The campaign will also run on digital screens being installed in all 467 Hays shops by Christmas.

“In January, Hays Travel will be everywhere, everyone will see Hays Travel, everyone will see our campaign,” said Head of Marketing Sophie Tunnah.

Explaining why Hays was planning such a big campaign in the face of a cost of living crisis, Chair Dame Irene said: “Whatever the world events are, we believe that the last 2.5 years have demonstrated that our customers still want to book holidays with us, and we are going to be prepared.”

Revealing that the company had ‘thought long and hard about its strategy, she said: “Research shows 73% of people don’t plan to change their holiday plans next year. The intention to travel is incredibly strong.

“We can only control what we can control, and we can sit on our hands and not spend any money, but once the Christmas peak booking period is gone it will be gone for another 12 months.”

Hays’ own staff will feature in the campaign, to add authenticity. Further details of the content have not been publicly released but Dame Irene said: “We can mount a really powerful campaign with authenticity because authenticity is what John (Hays) built the business on.”

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Contrasts: 12th century monasteries and some of the tallest skyscrapers in Europe can be found side-by-side in this complex and captivating city. The diversity of this mega-city is astounding. Only a few steps away from the solemn red facade of the Kremlin and the sounds of righteous church bells, a buzzing night scene and alternative-fashion boutiques can be found.

Culture: In Moscow only the best goes. Be it a theatre, restaurant or gallery, the standards are certain to be world-class. The Bolshoi ballet company is reputed to be even better than the Mariinsky’s and “MMOMA” (Moscow’s museum of modern art) exhibits works of art as profound as any that could be found in the famed MOMA.

Convenience: Unlike the rest of Russia, it’s easy enough to get by with just English in Moscow and, driving excepted, it is surprisingly safe: the murder rate is lower than in some of America’s major cities.

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Reasons to Vacation in Moscow in 2022

The Bolshoi theatre is familiar to almost everyone as Russia’s grandest theatre, but what people don’t know is that there are many more bolshoi (big) sites in Moscow that are worth travelling all the way to Moscow to see. For more than 100 years, the world’s biggest bell has been hidden behind the Kremlin’s walls and inside Moscow’s main park (which is bigger than some countries!) there is the world’s largest outdoor ice-rink. Travelers that visit Moscow can stay at the Izmailovo, Europe’s biggest hotel, then eat at the largest and most historic McDonald’s in Europe and after that have fun at the largest European indoor theme park!

Ancient Past & Stunning Architecture:

As those who travel to Moscow will see, just because Moscow is a city of record-breaking, glitzy high-rises doesn’t mean that there is no history. On the famous Arbat street, time-worn, wooden storehouses and century-old churches are squashed up against grey, soviet blocks which are then towered over by 21st century office-blocks. Unlike its much younger sibling, St Petersburg, Moscow’s roots stretch way back to the 12th century. Within the walls of the Kremlin, the city’s oldest building the Cathedral of Assumption can be admired in all its 500+ years of age.

Culture & Convenience

For a foreigner who has never visited Russia, Moscow is the perfect stepping stone into this great land of mystery. From the country’s best classical ballet troupes to snow-white troikas trotting through the parks, all the highlights of Russian culture can be had in Moscow without any of the complications that would be expected in other, less developed regions of Russia.

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In Moscow, everything is bargain when with the current foreign exchange rates being what they are. Even caviar doesn’t seem so dear when the exchange rate is at 60rub to the dollar, so go on indulge yourself! Take your 2022 vacation in Moscow and have the best of both worlds, with European luxury at very affordable prices.

Lena, our guide in Moscow was excellent. She was very knowledgable and could answer any question we had for her. We liked that she could pick up on our interests and take us places we might not have thought of to go. When we realized that one of the places we had chosen to see would probably not be that interesting to us, she was able to arrange entry to the Diamond Fund and the Armoury for us. Riding the Metro with Lena was a real adventure and a lot of fun. In Saint Petersburg we found Anna well versed in the history of the Tsars and in the Hermitage collection. Arkady in Veliky Novgorod was a very good guide and answered all of our questions with ease. Novgorod was perhaps a long way to go for a day trip, but we did enjoy it. Vasily was a great driver to have and kept us safe with good humour and skill. We enjoyed ourselves so much, my daughter says she is already planning to return. We would both have no hesistation to recommend ExpresstoRussia to anyone we know.

Just wanted to let you know that My grandson Bruno and I couldn´t have been more pleased with our week in Moscow (6/15 - 6/21). We were absolutely enchanted with the whole experience, including getting lost a couple of times in the Metro during our free time. Although both our guides (both Eleanas) were excellent, I would particularly commend the first one (she took us to the Tatiakov, the KGB tour, and to that beautiful cemetery where so many great Russian artists, authors, composers, musicians, militarists, and politicians are buried). Her knowledge is encyclopedic; and her understanding of today´s Russia as a product of its past was, for us, truly enlightening. I will be taking another tour in Russia, with my wife, within the next two or three years. I will be in touch with you when the time comes. Meanwhile, I will refer you to other potential visitors to Russia as I meet them.

We had a great time both in Moscow and St Petersburg. Your travel agency was excellent in coordinating the whole trip. Everything worked like clockwork. The guides assigned to us were very nice and friendly. They had a great knowledge of their subjects. The cars and the drivers were great. The hotels were good and the itinerary was good. All in all, it was a wonderful experience. It was nice dealing with you and your company. Thank you very much for a great Russian experience. Have a great future ahead

• 31 reviews of Express to Russia Moscow Tours in Moscow

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Special Report: A marketing expert’s verdict on travel firms’ 2021/22 TV adverts

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As the sector enters a critical peaks, Digital Drums chief executive Steve Dunne assesses travel brands’ TV adverts for their messaging, targeting and inspiration

After a torrid two years, and international travel uncertainty still very apparent going in to 2022, it perhaps takes courage to be advertising to consumers who might lack confidence in taking an overseas holiday this year.

But marketing fortunes favour the brave. Some of the most successful brands, such as Google, Microsoft, Netflix and Airbnb, were formed in recessions or downturns.

While the number of travel TV adverts this year is not as plentiful as in the past, and with many brands choosing to recycle previous ads, there are still a number of travel brands that have taken a deep breath and gone for it.

The key difference for this year’s advertisements needed to be in the messaging. In 2022, it is not enough to just ignite consumers’ interests in travelling. Travel brands need to instil confidence, being convincingly reassuring that whatever 2022 throws, it will be safe to travel with the brand. Trust will be the deciding factor.

Yet, surprisingly, the trust message was rarely played. When it was, it came across forcefully and resonated powerfully.

With marketing budgets tight, targeting will be vital. Again, the stronger candidates were tightly targeted in their campaigns, which will help their brands resonate with audiences.

Kuoni ‘Travel On’

I have long been an admirer of the marketing nous of Kuoni, and this year the operator has once again led from the front.

Of all the current travel advertisements, it is Kuoni’s ‘Travel On’ campaign that focuses its messaging on the key concern of the 2022 travel consumer – confidence.

The advertisement, running in cinemas and on-demand channels, is all about inspiring one to travel but simultaneously reassuring consumers’ need for confidence around booking a holiday in a world where things can change in an instant.

The 30-second advertisement, set against a snappy and familiar music bed, shows various stages of preparation for travel, once again focusing on the forgotten suitcase at the back of a wardrobe introduced in a previous Kuoni ad, interlaced with inspirational travel scenes from around the world and finishing with the tagline “For total peace of mind, trust Kuoni” over an inspiring beach scene.

For me, the advertisement ticks all the boxes. But what pushes it to the front is that it zeroes in on the one thing people will want from a travel brand more than anything else in 2022 – trust.

It’s something many other travel brands have yet to latch on to.

Jet2holidays ‘Holidays are go’

Jet2holidays’ 2022 turn-of-year campaign includes three versions of a 40-second ad.

Each follows the Jet2 formula of a few years – the familiar Jess Glynne Hold my Hand music bed underpinning bright scenes of holidaymakers in the sun while a narrator, and captions, run through the benefits of luggage allowance, free kids’ places and low deposits – all against prominent branding on planes, coaches and staff.

I’ve long been an admirer of Jet2’s no-nonsense approach to sales and marketing, and this campaign perfectly reflects the brand’s approach.

There is, of course, the question of when to change a tried and tested format, but then Coca-Cola’s ‘Holidays are coming’ Christmas ad has run every year since 1995 and is a cause of celebration in most British households. Like a comfortable pair of slippers – and I write that with affection– Jet2’s ad is familiar, simple and straightforward.

On The Beach ‘The Most Wonderful Time of the Year’

Over the years, On the Beach has established a very distinctive style of television advertisement and this year’s offering holds true to what has been a winning formula for the operator.

Set on a music bed of Andy Williams’ Christmas classic The Most Wonderful Time of the Year, the advert manages to blend the feeling of the Christmas season, when viewers first saw the advertisement, with everything we love about summer holidays.

It’s bright, fun and full of vibrant colours and focuses on a family’s observations, experiences and desires from a summer holiday. If any advertisement is going to ignite your desire to get to the beach and enjoy the sun, it’s this one.

As a marketing man, the part I appreciated most of all was the branding. From the backing singers singing the brand name to the tagline at the end (including the Atol-bonded sign-off), there was no mistaking who was responsible for the advertisement.

Another great effort from On the Beach.

Saga ‘Experience is Everything’

As one of the UK’s most consistently successful travel brands in terms of loyal customers and repeat business, Saga, it could be argued, has been plagued by its success – seen as a holiday brand for the elderly.

But a successful marketing strategy is about playing to your strengths while turning your perceived weaknesses into a plus. That is what Saga has done effectively in its ‘Experience is Everything’ campaign, designed to appeal to the over-50s who do not see themselves as old.

As a child of the 1970s, I very much identified with Saga’s turn-of-year ad in which actor Nicholas Farrell reflects back to past holidays. Most Brits of the age Saga is trying to connect with remember wet summers by the British seaside or inclement weather while staying in primitive caravans with low-grade entertainment. While we look back on those days with a tinge of sentimentality, these days we all feel we “deserve a bit of luxury”, which is Saga’s tagline. It’s fun and clever and will get the target audience reminiscing about past holidays while confirming what they want this year.

Shearings ‘Let’s Enjoy The Journey Together’

Given the fast-changing travel restrictions, overseas holidays are likely to be unappealing for some consumers in 2022. So domestic holidays may appeal to specific demographics, particularly older groups.

This year’s TV advertisement from coach tour company Shearings, ‘Let’s Enjoy the Journey Together’, is a masterclass in understanding the target audience and saying and showing the elements of a holiday that will resonate with them in 30 seconds.

Emphasising features such as local departures, Shearings’ knowledgeable and friendly uniformed drivers and travel with like-minded people, the advertisement takes the viewer for a spin around some famous British landmarks while showing the branded coaches and smiling customers with a female narrator talking in a rhythmic tone of voice. The emphasis on value for money and deposits from £1 will resonate with the target audience who will want confidence in booking

For me the advert was warm and charming, if a little cheesy. But for conveying the strongest message to its target audience, this advertisement is up there with the best of them.

Tui ‘Live Happy’

Tui’s ‘Live Happy’ campaign has been around since October, part of the operator’s campaign to showcase its “breadth of offering” as it seeks to reposition its brand. But having graced the turn-of-year TV screens it is included in our review.

It’s a lively, almost classic holiday advertisement with a fast-paced music bed underpinning an equally fast-paced series of holiday scenes from beach to ski and from culture to indulgence.

As it had run since before the Christmas season, there could be debate about its effectiveness against new turn-of-year adverts, but for me there was a question around distinctiveness. Although the Tui logo is on screen throughout, I wasn’t convinced the advert makes the brand memorable. This advert would spur me to rush to book a holiday, I’m just not sure it would necessarily prompt me to book a Tui one.

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