Visit Maldives runs a summer sale across three stations
Destination creative running as portrait digital in a mainline interchange and as framed posters in the circulation space at two more stations.
Travel and tourism · Destination awareness
- Brand
- Visit Maldives
- Objective
- Destination awareness
- Location
- King's Cross St Pancras, Earl's Court, Aldgate East
- Formats
- Digital 6-sheet (D6), 4-sheet posters
- Sector
- Travel and tourism
The challenge
A destination has to compete for attention against every other place someone could go, and it has to do it while the decision is still open. Visit Maldives needed the offer visible to a UK travel audience often enough to be remembered at the point they started looking, rather than once at the moment of booking.
The strategy
Use more than one Underground environment rather than concentrating on one. A screen in a mainline interchange reaches people at the start and end of longer journeys; a framed poster in a stairwell or on a platform reaches a local, repeating audience. Together they cover different kinds of journey with the same proposition.
The execution
Portrait digital screens in the King’s Cross St Pancras concourse carried several executions in rotation — an aerial island, an underwater frame — under one summer sale line, which is the part of digital that paper cannot do. Framed portrait posters at Earl’s Court and Aldgate East ran the same identity as single, fixed executions in high-footfall circulation space. Every version led with photography of the destination and closed on the same call to contact a travel partner.
The work
Formats used
- digital
Digital 6-sheet (D6)
Portrait screens at eye level in ticket halls, entrances and concourses, carrying five seconds of full motion.
From £1,500 per screen, per 2 weeks
- static
4-sheet posters
The smaller station poster, placed in the high-footfall parts of the station to build frequency cheaply.
From £750 per panel, per 2 weeks
How this kind of campaign is planned
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