Who: Sunwing, with Conflict for strategy and creative, MediaCom for media.
What:“More, More, More,” a campaign targeting what the company describes as “experience-hungry” Canadians.
When & Where: The campaign is in market now, running across digital video and cinema, supported by radio, out-of-home, and social (including a contest running on Instagram and TikTok).
Why: Coming ahead of the winter travel season, the campaign is aimed at shifting perceptions of Sunwing from a travel company that specializes in affordable vacations to hot destinations, to one that can also help its customers do more than that.
In development for the past year, the new brand is designed to be “more fun, vibrant and energetic,” said chief marketing officer Samantha Taylor.
How: The creative approach is using the very on-trend ’70s aesthetic (grainy video, bubble typography, etc.) to reach consumers.
Soundtracked by the sunny 1976 disco hit “More, More, More” by Andrea True (a #1 hit in Canada, and possessing a fascinating origin story), the 30-second anchor spot whisks viewers into a tropical resort, where visitors enjoy great food and drinks with a lot (like, A LOT) of fruit, as well as activities like snorkelling, dune buggy riding and massages.
The spot was directed by Scott Cudmore, who has previously shot videos for musical artists including Justin Bieber, Selena Gomez, NERD, and Bahamas, as well as several prominent brands including No Frills, Doritos, and IKEA.
Sunwing is also running a contest on Instagram and TikTok inviting participants to demonstrate their best dance moves using the hashtag #MoveMoreWithSunwing for a chance to win an all-inclusive vacation for two at Planet Hollywood Cancun in Mexico.
And we quote: “With so much change over the past two years, it was important for us to listen to our customers and find out what matters most to them as we prepared for our winter season. We discovered that Canadians are looking to unlock more value, beyond just price, so they can get the most out of their hard-earned vacations and have an unforgettable experience in destination. Our new brand identity highlights just that.” — Samantha Taylor, CMO, Sunwing