Hays Travel is set to launch a continuous TV advertising strategy from January 2025, enhancing its brand presence amidst strong industry competition.
- David McNiven, Hays Travel’s head of marketing, announced the shift to an ‘always on’ advertising approach at the annual retail conference, indicating a strategic response to competitor strategies.
- Historically reliant on a regional ‘on and off’ advertising model through ITV, the company plans to modify its approach to include consistent, year-round presence on television.
- The company aims to balance increased spending in peak seasons with reduced intensity during quieter periods, maintaining a robust market visibility.
- Dame Irene Hays highlighted the success of previous marketing initiatives, such as appearances on Coronation Street, in boosting brand recognition across the UK.
In an effort to strengthen its competitive stance, Hays Travel plans to initiate an ‘always on’ TV advertising approach starting in January 2025, a move designed to ensure constant brand visibility. This strategic shift was disclosed by David McNiven, the head of marketing at Hays Travel, during the annual retail conference. McNiven conveyed that the company intends to enhance its market presence by continuously airing TV adverts, acknowledging the success that other brands have experienced with persistent advertising.
Previously, Hays Travel employed a more sporadic strategy, airing regional TV ads exclusively through ITV. This method was characterised by a seasonal approach, with ads running during peak periods and ceasing during quieter times. McNiven explained that the revised strategy involves substantially increasing advertising expenditure in January and February, while moderating it during less active months. The intention is to achieve an optimal balance that maintains steady brand exposure without overspending.
The consistency of TV advertising has been linked to heightened purchase intent, and Hays Travel seeks to capitalise on this by ensuring their adverts remain a constant presence. McNiven pointed out that, “We all know of other travel brands who always seem to be on television with the same message and a consistent theme, and we want to follow that.” This statement reflects the company’s ambition to emulate successful advertising models by anchoring its brand through persistent and recognisable advertisements.
Beyond television, Hays Travel has seen effective results from its existing marketing efforts, particularly through brand integration in popular programmes like Coronation Street. Dame Irene Hays recognised these appearances as a significant catalyst for growing brand awareness throughout the UK. This strategy not only underscores the importance of consistent advertising but also reinforces the effectiveness of strategic media placements in reaching broader audiences.
The adoption of a continuous TV advertising strategy by Hays Travel is poised to enhance its competitive edge through consistent brand visibility across the UK.
