Who: Sunwing Vacations, with John St. for creative and strategy; media by MediaCom.

What: A new winter campaign on the “Save More, Do More” platform, which gently pokes fun at the different kinds of sun-worshippers who go south to escape the cold Canadian winter.

When & Where: The campaign is live now, on specialty TV in Toronto and Montreal, as well as radio, out-of-home, social media, digital video, cinema and influencer.

Why: After launching a new brand positioning last October, Sunwing’s marketing team spent the year getting a deeper understanding of its customers, their travel styles and preferences, said Samantha Taylor, chief marketing officer at Sunwing Vacations Group. “[S]o so we can continue to evolve alongside them.”

“In an increasingly competitive market, we’ve learned that our success comes from being distinct,” she said. “We’re telling the story that leisure and all inclusive travel goes beyond what’s familiar, and showing how our customers can save more and do more with us.”

How: The campaign presents humorous depictions of distinct holiday personas—a “generous applier” or a “sunscreen denier,” for example—to show how Sunwing has the right vacation for everyone. It “fosters a sense of camaraderie among those exploring the tropics,” says a release introducing the campaign.

“Sunwing vacationers go all in,” says a voiceover introducing each of the personas, before closing the spot with the tagline: “When you save more, you can do more.”

“[O] ur latest winter campaign, one rooted in relatable humour and optimism, is a true representation of how we’re continuing to build on our brand identity,” said Taylor.