Sykes Holiday Cottages were looking to re-invigorate their above the line activity with a brand new TV ad campaign for 2020. The brief was to create an overarching creative, with the potential to seamlessly flow through the brands marketing, from ATL to social and DM.
UK holidays offer a hugely diverse range of landscapes, moods and experiences. Through our previous work with Sykes we honed in on this theme and developed a creative concept that distilled the feeling of a perfect UK holiday experience.
Our research showed that the precious value of time would chime for Sykes’ target audience. They lead hectic lives, and when they have valuable time off, they cannot afford to waste it. Our final concept revolves around the core proposition of “This is your time, make every second count”.
Time weaves through every part of the creative. The films draw the audience in by encouraging them to slow down and immerse themselves in the evocative sounds of holiday memories. Our production combines slow-motion scenes and time shifts with sophisticated layers of sound design, evoking the feeling of memories being created.
We created hub content to support the commercial, as part of an integrated video marketing strategy. This content has been activated with targeted video ads catering to the different audiences that Sykes focuses on – pet-friendly, family, couples and groups.
Our creative concept resonated through the whole of Sykes in-house marketing team. With “This is your time” being rolled out across the travel brand’s external and internal communications, from blog content and internal comms to direct response.
Our research showed that the precious value of time would chime for Sykes’ target audience.
The films draw the audience in by encouraging them to slow down and immerse themselves in the evocative feeling of holiday memories.
The campaign is fresh out of the box for 2020, but with some very happy clients at Sykes and a great initial audience response, we are looking forward to posting more results as they come in.
For a flavour of the feedback so far, take this Sykes Facebook page comment by Marcus:
“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.”