The power of topicality

Creative ad agency, Saatchi & Saatchi conceptualised a tactical ad for travel site, Expedia, following the news that Harry and Meghan will be splitting their time between the UK and Canada – we discuss how being responsive to topical news can enhance following.

 

Emily Walton, Junior Designer

expedia-escape-the-family

Enhancing following

Travel site, Expedia recently published a tactical ad promoting trips to Canada following royals, Harry and Meghan’s news that they will be splitting their time between the UK and Canada.

The ad was conceptualised by creative ad agency, Saatchi & Saatchi and was broadcast through email newsletters and full page print publications for the Evening Standard and Metro.

The ad shows a scenic view of a Canadian landscape with “Canada” in a search bar and the tagline reading: “Escape the family”.

Kerry Roper, head of design at Saatchi & Saatchi London posted an image on Twitter of the print ad and captioned, “advertising has got its swagger back.” Roper followed up saying the ad made 86,000 impressions between Twitter and LinkedIn. In addition, he received over 100 emails regarding design positions at Saatchi & Saatchi.

This ad demonstrates the power of being responsive to current news and topical interests. In this case it has certainly promoted travel brand Expedia, in a fun and memorable way!

Image courtesy: campaignlive.co.uk

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