In a creative marketing twist, recycled inflatables have been transformed into a massive 3D advert in Manchester.
- This innovative display features a five-metre-high poster showcasing a stack of beach toys in a supermarket trolley.
- The campaign, initiated by TravelSupermarket, aims to highlight their extensive holiday deals.
- Launched in March 2024, the advert is part of an integrated campaign involving TV, radio, and digital media.
- The initiative reflects a strategic effort to increase brand awareness and consumer engagement in a competitive market.
TravelSupermarket has ingeniously repurposed recycled and reused inflatable beach toys to craft a striking 3D advertisement. This engaging installation can be seen on a prominent billboard in central Manchester, featuring a five-metre-high poster that embodies a 20-foot high stack of beach toys loaded in a supermarket trolley. The key message boldly displayed next to this visual spectacle reads, “It’s a supermarket. For travel. Obviously,” effectively capturing attention with its playful tone.
The advertisement, launched on 12th March, is a fresh extension of TravelSupermarket’s pre-Christmas marketing strategy. This campaign, which started on Boxing Day 2023, is significant as it represents the company’s first integrated above-the-line campaign in over five years. Initially highlighted by popular media figures such as ‘Barry’ from EastEnders and a talking pug, the campaign has since expanded across TV, radio, and digital platforms, creating a multi-channel promotional effort designed to enhance consumer reach and engagement.
This creative endeavour was developed in collaboration with the creative agency Meanwhile and media agency Brazil Street, with TravelSupermarket positioning itself as the quintessential platform for finding holiday deals from a wide array of travel companies. Steve Seddon, TravelSupermarket’s Chief Marketing Officer, stated that in celebrating the company’s 20th anniversary, they wanted an integrated approach to maintain high visibility during crucial holiday booking periods in 2024. He remarked how the standout campaign brings “badly needed sunshine to Manchester,” strategically timed to influence consumer decisions.
Al Marchant, the Chief Executive and founder of Meanwhile, expressed enthusiasm about the project, highlighting its ability to not only capture public attention but also to generate buzz on social media, thereby driving potential increases in bookings. He emphasised the goal of keeping TravelSupermarket “top of mind for holidaymakers” by leveraging the unique visual impact of the 3D display, ultimately aiming for a substantial effect on consumer perceptions and brand positioning.
TravelSupermarket’s strategic use of recycled inflatables in their advertising campaign exemplifies innovative marketing by merging creativity with brand engagement to captivate audiences.
