Skytours is stepping up its assault on the mass-market family
holiday sector with a national TV campaign through Mustoe Merriman
The 30-second commercial, which breaks this week, is targeting next
year’s holidaymakers. It features the animated ’stickmen family’ - first
introduced last year to the covers of Skytours’ holiday brochures -
leading a conga line of real holidaymakers through a resort. The ad is
backed by a remake of the classic Sister Sledge hit, We Are Family.
’The stickmen family have given Skytours an identity without resorting
to the cliched images that characterise most brochures and advertising
in the holiday sector,’ Damian Horner, business development director at
Mustoe Merriman, said.
Thomson, Skytours’ parent company, announced earlier this year that it
is creating another division specialising in low-budget holidays which
is expected to launch early next year.
The new division will be in addition to Skytours but it is not yet clear
if it will be Thomson branded.
HHCL & Partners, which handles the brand advertising for Thomson,
pitched successfully against Mustoe Merriman in June for the estimated
pounds 3 million launch task.
The commercial was written and art directed by Kevin Little and directed
by Philip Lihou at Frontier Pictures with animation by Picasso
Media planning and buying are through MindShare.