Hi Monika and team,
As we do here at Balance, we like to look at things with fresh eyes.
Your summer campaign is one that is clearly a top priority in your mix. And sure, its importance has long been recognised in your ‘summer sale’ creative.
As good as the deals on offer are, we feel that travellers might still be left with the impression that the summer season is a kind of ‘second choice’ to winter – and we feel it can justify a lot more than that.
Even if this is not reflected in media spend terms, it can definitely be reflected in our storytelling and the way this targets different traveller mindsets – with the two seasons treated as different but equally sensational alternatives.
Hope this gives you all some food for thought at the very least.
We’ll keep thinking and sharing with you.
Balance team.
Hi Monika and team,
As we do here at Balance, we like to look at things with fresh eyes.
Your summer campaign is one that is clearly a top priority in your mix. And sure, its importance has long been recognised in your ‘summer sale’ creative.
As good as the deals on offer are, we feel that travellers might still be left with the impression that the summer season is a kind of ‘second choice’ to winter – and we feel it can justify a lot more than that.
Even if this is not reflected in media spend terms, it can definitely be reflected in our storytelling and the way this targets different traveller mindsets – with the two seasons treated as different but equally sensational alternatives.
Hope this gives you all some food for thought at the very least.
We’ll keep thinking and sharing with you.
Balance team