• Situation

Following several tough years for the travel industry, the team at Secret Escapes wanted to relaunch their brand with a standout campaign, to remind travellers that luxury travel doesn’t always have to come with a luxury price tag.

• Brief

Secret Escapes asked for a responsive, hard-working creative idea that could succeed both on TV and optimised digital video in UK and Germany, as a 20 second ad. It was vital that the idea could showcase both the quality of the trips and the incredible deals available, with wit and flair.

• Objectives

Grow revenue by increasing volume of monthly visitors to Secret Escapes

Increase site/ app traffic post-COVID, by relaunching the brand to boost its salience

Re-establish Secret Escapes in the minds of ‘affluent dealseekers’ (travelers who want to holiday in style without paying full price) as an inspiring source of incredible deals on luxury travel.

The tongue-in-cheek campaign comprises three 20 second TVC spots directed by Freddie Powell via Drool. In each film, we see a couple enjoying their holiday in a beautifully indulgent setting; from a hotel spa, to a stunning hotel restaurant and then an elegant poolside. However in each one, the glamorous bubble bursts when we see their profound regret when they realise that, despite making sacrifices, they still haven’t secured the best deal on their stay, unlike others booking similar trips with Secret Escapes.

One spot shows a couple lounging by the pool; one turns to the other and whispers: “That couple paid 50% less than us with Secret Escapes.”

He responds: “So we could have afforded to bring Toby after all.”

It then cuts to a gloomy scene of their son sitting alone at home, looking at a photo of his parents and longing for them to return.

A careful approach to all Secret Escapes marketing investment decisions post-COVID has seen limited TV investment in Q1 2023, limiting in turn the campaign’s ability to deliver sustained reach and frequency. However, even cautious spend levels have evidenced enough impact on new and returning user volumes to unlock significant extra spend for the upcoming summer season. Confidence has been further boosted by positive indicators in digital video tests, a new and exciting channel for the brand.