Ever since the introduction of low cost airlines, even the most lowly paid employee has travelled abroad at least once. Our client wanted to reach this new and fast growing market segment.

Reseach showed that language and food were the two biggest barriers to travelling. Rough Guides could help in the first, the second - well, that's another campaign. We needed a look and style that travellers could relate to, something clean, economical and unfussy. Several options were presented and collectively agency and client felt that an illustration-based approach would work best to communicate our marketing objective.

The campaign is in its initial stage with more bookshops continually being added to the campaign. At present, it is still too early to tabulate results although initial sales have been encouraging.