The English Riviera palm tree - one of the most enduring symbols in
British holiday advertising - is being given a new lease of life in
advertising breaking this week.
The campaign is for the West Country resorts of Torquay, Paignton and
Brixham which, unlike more easily accessible rivals, continue to promote
extended holidays rather than weekend breaks.
Now in its 18th year, the English Riviera campaign has become synonymous
with Travis Sully Harari, the agency which originated and developed
Gull Sully, its creative director, and Andy Lawson, the head of art,
devised the latest ’poster within a poster’ execution showing a man
reliving his holiday in the sanctuary of his garden shed by gazing at a
palm tree poster pinned to the wall. Media buying is through CDP
Almost a million holidaymakers visit the three resorts each year. But
Peter Travis, Travis Sully’s chief executive, said: ’The English Riviera
has to constantly justify itself because the competition is from Jersey,
Guernsey and Brittany as much as from Bournemouth or Brighton.’
The advertising on Adshel sites will run for a month to coincide with
the peak decision-making period for the summer holidays.
The English Riviera campaign has won a clutch of honours including a
gold for the best travel poster at last year’s Travel Trade Awards and a
commendation at the Campaign Poster Awards.
’It’s a robust campaign because we have managed to do more creative
things with it than anybody could have imagined,’ Travis added.