Summer. Somewhere Special.

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research creative concept copywriting

We know that the idea of holidaying in the UK sounds a lot more attractive to people than it did before the pandemic. The ‘Summer. Somewhere Special.’ conceptual campaign highlights how people can still have great, memorable holidays in the UK this summer without any compromise.

Objectives

Taking inspiration from 1950’s British Railways posters for UK travel, the creative looks to evoke nostalgia and get people excited for exploring and holidaying in the UK and supporting the British economy. It’s about making memories. Right here, in the UK.
Consumer data has always been extremely valuable when it comes to steering a brand campaign, but even more so during the current situation as it can play a vital role in helping businesses bounce back faster. Applying research - see ‘Holidaying Post Lockdown. How can the tourism industry play an appropriate role in supporting consumer’s needs?’ – the concept has been designed to be adaptable and versatile to suit a range of local UK destinations, attractions and services.

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