Simplicity key to biggest ever icelolly.com ad campaign

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Holiday comparison brand icelolly.com has launched its biggest ever marketing campaign focussing on how easy it is to search, compare and save on a range of holiday experiences from the UK’s leading travel companies

In a year that has seen icelolly.com cement its position as one of the UK’s leading travel brands, the holiday comparison and deals website is set to return to its core values with the launch of a new multichannel marketing initiative beginning 26 December 2019.

Holidays simplified 

Icelolly.com said it simplifies what can be a complicated and frustrating process for many by putting fun and personality into holiday comparison, and the campaign will highlight how easy it is for customers of all demographics to compare a wide range of holiday experiences and find a great value deal to suit their tastes, availability and budget.

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Brand building 

Following on from last year’s successful brand-building campaign, new TV ads will combine visually engaging footage alongside an animation of the icelolly.com app to illustrate how simple it is to search and compare holidays, hotels, city breaks and cruises.

Targeted ads 

The 30-second spots will have three iterations targeting specific customer groups, with a compelling voice-over accompanying the on-screen imagery, explaining how icelolly.com features millions of holiday deals from the UK’s leading travel companies and allows customers to compare prices and save money on their perfect holiday.

The narrator invites customers to ‘join over 13 million customers who choose icelolly.com, voted the UK’s Best Holiday Comparison Site’ and closes with the line: ‘icelolly.com – we’ll find the deal to get you there.’

“In a glut of travel ads on TV inspiring people to start researching their next holiday, we have chosen to showcase a very functional and purpose-driven campaign”, said Darren Kunar, Head of Marketing Communications, at icelolly.com.

“If you want to compare and find the best holidays in the market, customers should use icelolly.com.”

“’We’ll find the deal to get you there’ has been conceived to drive differentiation by showcasing the range of holiday experiences available and how the search and book process is made easy.”

The majority of spots will air on the ITV Network through the peak period in a continuation of icelolly’s successful partnership with the broadcaster, which began at the beginning of 2019.

Boxing Day launch

The commercial will launch on Boxing Day across the network during favourite TV shows such as You’ve Been Framed Kids and Celebrity Dinner Date; movies including Nanny McPhee and the Big Bang and Minions; and popular soaps including Emmerdale and Coronation Street.

Ads will also air on Channel 4 and Sky Channels as part of the company’s efforts to extend reach and raise the brand’s profile even further through 2020. There will also be significant OOH activity commencing in December.

The ad creative was developed by VTR North in collaboration with icelolly’s in-house team, with media planning through MI media.