CASE STUDY

KATHRYN THOMAS ITAA RADIO

In 2009 the Irish Travel Agents Association needed a campaign to stimulate foreign travel bookings through ITAA travel agents. The brief was a reaction to a slowing in the marketplace and a perception by consumers that the best deals would be achieved at the last minute. First Advertising won the campaign on the basis of strong creative proposals coupled with a cost-effective media campaign. Our strong track record in the travel industry also stood to us in the competitive pitching process.

For the campaign to stand out it was essential to develop a strong, memorable message that would work effectively across radio and point of sale. In order to maximise the impact of the campaign we engaged a well-known spokesperson with an appropriate ‘fit’ with the travel industry. Kathryn Thomas, presenter of RTE’s No Frontiers travel programme, was chosen because of her suitability for the brief and her attractive and appealing personality. She proved to be a very effective and popular spokesperson with both consumers and the ITAA members, lending credibility and weight to the message.

Radio was the main focus of the campaign with 733 radio spots running across 30 radio stations in a three week period. Substantial bonuses and discounts were achieved across all stations. The agency also designed, printed and dispatched point of sale materials to all ITAA agents and co-ordinated a highly entertaining competition which ran daily on the Tubridy Show for one week.

In a difficult trading year, the campaign successfully injected much needed interest and increased enquiries for ITAA member agents.

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