According to Market Catalyst chief creative officer Christine Pong, the strategy is a reflection of the evolving needs of target audiences in a market, where a growing number of travellers are breaking away from group tours. "They are no longer content with a multi-destination itinerary," she said.
The TVCs carry the '360 degree view of the world' tagline. Titled 'Dimension', it features a group of people taking photos and viewing various places recommended by the travel company. The message that people who really understand what travel is about will not be satisfied with rushed trips.
P&O takes brand fight to HK rivals with TV travel sell
Travel company P&O, a subsidiary of the Kuoni Group headquartered in Switzerland, has launched two TV commercials to reinforce the brand's positioning as a premium travel agency.