Client: Thomas Cook

Project: Thomas Cook Bank Holiday Petition

Channel: Outdoor, ambient, guerrilla tactical stunts

Challenge

We wanted to get people to reassess the package holiday.

Strategy

We needed to be seen as a consumer champion.

Solution

The idea was to petition the government for an extra bank holiday.

In order to activate people to vote we had to ensure high visibility, high quality, national, iconic, large format sites targeting traffic hot spots.

A Guerrilla hit squad and tactical stunts were also used.

Performance

- A petition with 600,000 votes was handed to Downing Street on 20th March
- 55% of the UK aware of the ‘extra day’ campaign - 64% think it’s a great idea
- Thomas Cook’s brand image scores were significantly improved
- Year on year sales increase of 12%
- ROI of 0.4

Campaign Creative

(click thumbnail for creative example)

Client: Tourism Montreal

Project: Brits Wanted

Channel: Outdoor, press, online and ambient

Challenge

There is a minimal awareness in the UK of Montreal. Montreal has no iconic image/building to be associated with - it’s more about lifestyle.

Strategy

Bring Montreal to Londoners. Drive people to find out more about Montreal and visit a bespoke website.

Solution

To reach potential audience when they are out and about in London. We created an integrated campaign to reach Londoners when they are taking part in activities that could fit with Montreal and what it has to offer as a destination.

Performance

Over 30,000 visitors to the unique microsite - 25% higher than targets.
20% uplift in visitors to Montreal via airline partner British Airways.
Metro brand to hand sampling generated 1,000 microsite visitors in one day.
5,000 opt-in data from competitors.
Won a Silver Award at 2007 CIMTIG Awards in ‘Integrated Campaign of the Year’ category.

Campaign Creative

(click thumbnail for creative example)