Cdp-travissully has launched the 20th execution in its 20-year
campaign for the English Riviera with an ad designed to show the
popularity of the UK resort towns among people in other global tourist
The poster shows an Egyptian standing in front of the pyramids holding
up a postcard book featuring the famous poster created in 1982 when the
agency, then known as Travis Dale, first won the account. The chief
executive, Peter Travis, persuaded hoteliers in Torbay to call the
resort the English Riviera.
The "poster within a poster" idea was devised by the creative director
and managing director, Gill Sully, four years ago. Previous campaigns
included one showing a hunky window cleaner being passed over by office
girls more interested in the English Riviera poster.
The new execution was due to run in the autumn, but Travis said the
campaign was pulled in the aftermath of 11 September because its setting
was deemed inappropriate.
"Pyramids" was art directed by Ruan Milborrow and the photographer was
Dod Miller. Media buying is by CDP Media.
The campaign will appear on 48-sheet poster sites in London and the
south-east in the first two weeks of January.
On the strength of its work for the English Riviera, the agency also
worked on a wider brief from the English Tourist Board to entice UK
holiday makers back to seaside resorts such as Blackpool and Brighton.