leisureplanet.com (www.leisureplanet.com), a leading international leisure travel e-commerce company that is majority owned by Leisureplanet Holdings (Nasdaq:LPHL), has launched its first global branding campaign. The TV and online campaign across CNN properties is a further implementation of the agreement signed earlier with the Turner subsidiary. The online campaign will run on Yahoo! in Germany and France, on Lycos Europe as well as on leisureplanet.com’s partner sites and affiliates.
TV and online advertising was created by @tmosphere, which was named agency-of-record for leisureplanet.com earlier this year. The first phase of the campaign consists of a series of introductory/“teaser” and brand television spots and integrated online advertising. It will be followed by an interactive promotions campaign.
“leisureplanet.com’s brand should come to mean the ultimate in leisure travel experience to travelers,” said Pierre Kleinhans, CEO of leisureplanet.com. “Travel is, after all, not about the airline seat or the hotel bed, it is about the dreams, experiences and memories of travelers. We are confident that our new global campaign will create trust, raise the global consumer awareness of our brand and have a positive effect on visitation to leisureplanet.com’s websites around the world.”
The campaign is designed to position leisureplanet.com as a new and different leisure travel e-commerce company that empowers the consumer with a comprehensive array of resources to plan and book the perfect vacation - of any duration, anywhere in the world. This vision lies behind the advertising tag: “The journey is within you. Go.”
Advertising will air across Europe on CNN International and in the USA on CNN. New television advertising will debut the week of June 19. It begins with a :60 brand spot which will be supported by two :30 commercials. These will be followed by advertising showcasing specific leisureplanet.com offerings such as flights, hotels, cars, cruises and guides. The brand advertising was preceded by “teaser” advertising during May and first half of June designed to generate interest in the leisureplanet.com web site among its target audience.
“The leisureplanet.com positioning focuses on the meaning and experience of travelling.” said Andreas Combuechen, creative director at @tmosphere. “This allowed us to go beyond the narrow price, convenience or product focus of most travel websites and to focus attention on the consumer end benefit of travelling.”
The campaign features a young girl who travels the world with a yellow suitcase. This serves as a visual metaphor for the basic desire people have to experience more than our daily lives and to see beyond our homes - the human meaning and value of leisure travel. “You are a citizen of the world no matter what your passport tells you. The journey is within you. Go.”
It is expected that advertising will be supported by a multi-million dollar direct marketing and media effort.