How do you make powerful connections with your audience and grow your brand? Beautiful, emotional and strategically-driven films – and that’s what you get with our new national TV advertising campaign for long-standing client, Sykes Holiday Cottages, one of the UK’s leading holiday rental specialists. Our creative concept for the advert, “This is your time” is being rolled out across the travel brand’s external and internal communications.
Our new ad was first screened on Boxing Day to hit the sweet-spot when Sykes’ target audience switch to thinking about booking a holiday. Watch the full advert here:
This national campaign for Sykes comes off the back of our successful TV advert for the company last year.
The campaign’s creative concept
“This is your time” revolves around the emotional driver that time is our most precious commodity. The ad’s strategic vision derived from our research that Sykes’ target audience are busy people who cannot afford to waste time on the wrong choice of holiday.
The concept of time being precious resonated with Sykes marketing team so much that they are weaving it through the whole business as a brand strategy, including social media marketing, and communicating with staff, customers and investors.
At the wider strategic level, we have already been helping Sykes shift their brand focus from cottages to a more holistic look at holiday experiences, creating content such as this presenter-led brand series.
The concept of time ran through the entire creative. The audio is evocative of shared holiday memories and the passing of time. Our film invites the audience to breathe in and slow down; sophisticated layers of sound combine with slow-motion scenes and time shifts, evoking the feeling of memories being created.
Our creative vision was brought to life by director, Tim Mattia, and DoP, Justyn Moro, who flew in from LA to join our team on location, while the sound design was produced by Echoic Audio.
Online video strategy
As part of the online video strategy, we created hub content to support the TV commercial. The ad focuses on the best of the places and activities that can be enjoyed on a UK staycation. Our experienced production team devised a clever plan that would allow footage to be captured alongside the hero piece to create perfect hub content. This content caters to the different audiences that Sykes focuses on – pet-friendly, family, couples and groups – with targeted video ads.
We created films in various lengths from 10 to 30s and also repurposed the advert for social media to meet the native video specifications for all of Sykes’ target social channels.
Our team produced radio adverts to complement the video content with the same sound design and voice-over for a consistent brand approach. Listeners can hear the familiar holiday sounds – laughter, the ebbs and flows of the tides – as time passes, reminding them to take time out and enjoy every moment.
The advert has already received an amazing response so far. Take this comment from Marcus on Sykes’ Facebook page:
“Just seen this advert on “Sky Arts” channel and the great use of words compelled me for the first time EVER to respond to a TV advert and search for you.”
If you’re looking for help with TV advertising or your wider video strategy, do get in touch for an initial consultation.