With the launch of Shearings’ new “Hassle Free Holidays” brand promise and refreshed identity, we were tasked with developing an above-the-line campaign that struck the right balance between familiarity and innovation. The objective was clear: build demand, spark joy, and reinforce the belief that holidays should always feel effortless.
Our goal was to reframe coach travel as the most convenient and enjoyable way to discover new places, positioning Shearings as the ultimate hassle-free travel companion. To achieve this, we set out to demonstrate how the brand consistently delivers on its promise, even for the most demanding traveller.
The campaign introduced fictional rock star Jonny Shear. Music legends are synonymous with fast-paced, chaotic lifestyles, making Jonny the perfect foil for Shearings’ relaxed, stress-free experience. By pairing the once high-octane life of a touring musician with the ease of coach travel, we created a memorable contrast that delivered the brand message with warmth and humour.
In our TV spot, Jonny reflects on how, unlike his hectic touring days, travelling with Shearings finally allows him to slow down, take it all in, and truly enjoy the journey as much as the destination.
The campaign included:
30 second TV ad + cutdowns
Social cut downs
The TV campaign delivered a 33.3% increase in TVC response rate compared to the previous year, contributing to a 39% increase in new customer revenue.
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