The ad sees Alan Whicker pop up in unexpected situations across the globe (always dressed in his inimitable style) to greet people in different countries and celebrate Travelocitys breadth of offering; each time signing off with the strapline: Travelocity.co.uk. Hello World. The ads are accompanied by the instantly recognisable theme tune of West End by Laurie Johnson, the original music for Whickers World.
Filosofía
Sophisticated travellers do not want to be patronised with the basic mechanics of online booking - they've been doing it for years. Instead they want to be inspired, entertained, and given a little bit of support as to why they should rationally choose Travelocity. Alan Whicker, famous in the UK for presenting the cult TV travel show Whicker's World, became the obvious brand vehicle. Our consumers have grown up on him. He was the original pioneer of travel, visiting destinations we had not even heard of. Even better, he has a cult status for a new generation of travellers. The Travelocity campaign capitalises on this travel savviness.
Problema
Travelocity.co.uk is an online travel website aiming to achieve standout in what has quickly become a commoditised sector. Within a category providing generic products and vanilla communication, Travelocity has an opportunity to harness its breadth of offering and become more than just a facilitator to the more sophisticated and passionate traveller.