Despite its proven effectiveness we pulled Teletext Holidays off Television for the duration of the 2002 World Cup. We believed that consumer distraction and the inevitable inflationary pricing created by multinational World Cup brands would significantly reduce the impact of TV.Our objective was to provide a cost effective non-broadcast solution that inspired consumers to book holidays despite their preoccupation with the football and the media/advertiser feeding frenzy.

The idea was conceived by the team at Manning Gottlieb OMD and played a vital role in our overall media strategy for 2002.A media first in the UK, we worked closely with T4 Media to turn a 'test' medium into a viable, and ultimately sought after, advertising channel.

We rejected TV, our largest medium, because of the World Cup media frenzy. Instead we focused on Outdoor.

The campaign is an inspired marriage of message, medium and strategic thinking.Message: ‘Don’t go anywhere until you have been to Teletext Holidays’.Medium: Ticket barriers at railway stations in and around London.Strategic thought: Be the first and last message commuters remember on the way to work and on the way home.Not only was the thinking perfectly integrated, the creative agency excelled.We surpassed all expectations. Despite World Cup distractions and reduced investment, results were up 23% year on year.