OV Caribbean Brochure Out
May 29, 2008 by Steve
Ocean Village has unveiled details of its new multi-platform advertising campaign, launching 2 June, to support its Caribbean winter 2008/2009 season. The heavy weight campaign, across television, radio and print media, will focus on the Granada, Central and, for the first time, Meridian TV regions with a £1 million total marketing spend.
The TV creative follows on from Ocean Village’s first television advertising campaign in January 2008 and again features the voice of Tamzin Outhwaite and exploits the distinctive hot colours of the Ocean Village logo.
The 30 second TV ad will feature on ITV1 in the Granada, Central and Meridian regions from 2 June 2008 in a 4 week heavyweight campaign targeting the key 35-54 year old age group with an emphasis on peak time programming. The creative plays upon the brand’s strapline ‘the cruise for people who don’t do cruises’ and features a £749 lead price for a week’s fly-cruise in the Caribbean. A strong call to action promotes booking with The Co-operative Travel in the Granada and Central regions and with Cruise Thomas Cook in Meridian. The Co-operative Travel group is the largest travel group in the north west of England and Cruise Thomas Cook is the largest cruise retailer in the UK. The advertisement will also run on Thomas Cook TV.
The execution features pseudo-animation created by filming live action sequences against a green screen. The creative aims to reinforce Ocean Village’s easy-going, casual cruising message. It opens on a Caribbean beach scene as a girl makes off with a sunhat from a man snoozing a hammock. She walks along the shoreline past snorkellers, windsurfers and mountain bikers to a laid-back beach bar as dolphins unexpectedly appear close by. The action then moves to the top deck onboard ship. The girl meets up with the man from the hammock – who pinches his hat back
The commercial was developed by the in-house Ocean Village team in partnership with production house Tigervision.
Complementing the TV activity is a 40 second radio advertising campaign on Century North West and Smooth in Granada, Heart 10 and 100.7 in the Central region and by Ocean, Total 2CR, Wave 105 and Southern FM in Meridian. Nationally, Classic FM will feature advertisements throughout the Mylene Class and Alex James shows which address the younger end of the station’s audience. The radio ads also feature the voice of Tamzin Outhwaite with a call to action through TEXT and by visiting local ABTA travel agents.
The broadcast campaign is supported by a national 6 week print media campaign in key midmarket and quality papers.
In-store marketing materials for travel agents include posters and shelf wobblers reflecting the graphic visual style of the TV campaign and strong calls to action.
The new Ocean Village brochure, which is released on 2 June, features the company’s Caribbean 2008/2009 itineraries as well as full details for the new Mediterranean summer 2009 itineraries when Ocean Village sails the Eastern Med for the first time with maiden calls at Venice, Cairo (from Port Said) and Istanbul.
Comments Gill Haynes, Head of Marketing, Ocean Village, ‘Building on the success of our first foray into TV advertising in January this year, the new Caribbean campaign aims to demonstrate to cruise virgins just how much cruising has lightened up, loosened up and left the days of bow ties and tiaras far behind. The ad projects a distinctive, quirky brand personality that television audiences can already recognise and identify as inalienably Ocean Village. The campaign puts our Caribbean holidays on TV for the first time and we’re delighted to be partnered by The Co-operative Travel in the north and midlands and Cruise Thomas Cook in the south, both of which have shown real commitment to driving growth in the UK cruise market.’
Official Press release (abridged) Ocean Village dated 29 May 2008.
