HHCL kicks off no-frills spots for Just website

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.

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

by MindShare.



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.’