HHCL & Partners is targeting independently minded holiday makers
with its new campaign for Just, the no-frills holiday brand launched by
Thomson Holidays last September.
The campaign aims to promote holiday bookings over the internet, a new
service that the company is introducing from the end of April.
The motion in the TV commercial is exaggerated and simple, as though the
actors are cardboard cut-outs. The idea is to convey the simplicity of
Just’s basic travel offer.
The ad, which breaks on 17 March, features a young man sitting in his
plane seat. A stewardess leans over and puts a tray in front of him. A
close-up of what’s on the tray reveals it is a cup of water. The young
man’s eyes look down at the water. The ad ends with the line: ’Just a
holiday, and that’s it.’
The campaign was written, art directed and directed by Lee Tan and
Jonathan Thake. It was produced in-house. Media planning and buying is
TV ads will run nationally on Channel 4 and will be followed by regional
press ads and ambient media.
Breffni Walsh, acting marketing director at Thomson, said: ’E-commerce
is a major plank of our group strategy. Since its launch, interest in
the Just website has been incred-ible. While some people will still
prefer a more personal approach to booking their holiday, we are now
able to offer the additional choice and flexibility of the internet.’