The Task

Summer being the peak season for all travel agencies, CTS was looking to stand out from the communication clutter and promote their summer packages and charters. Food, though a major tourism attraction in any vacation, was still untapped in most local communication. Our strategy was then to promote CTS’ destinations through their local cuisine.
Our concept showed the hero – a well-known local influencer- in front of a meal originating from one of the destinations CTS’ was promoting, and just right as he was about to take the first bite, we see the set transforming into another destination.
We also partnered up with 2 major local brands, Crepaway restaurant & VOX Cinemas, and branded some of their on-ground collateral with our campaign, such as the table tent cards and placemats.
Our full-fledged media plan covered a TVC production, OOH, radio, movie theaters, flyers, as well as Google ads, banners on local portal websites, email shots & social media ads.
Our CTS campaign managed to stand out among the usual ads clutter. Comparing year to year, the summer sales scored a 20% increase, of which 40% was from new clients. A major win knowing the economic challenges the market was facing.