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helloworld TV ads spearhead five-week marketing blitz

February 17, 2014 Corporate No Comments Email Email

egtmedia59A new television commercial campaign for helloworld hit TV screens last night on the Seven and Nine networks in a bid to nudge Australians into thinking about their next holidays. It’s the first shot in a five-week multimedia campaign.

Many in the audience might consider the Christmas/New Year holiday season has hardly ended. The 2014 school year is just a couple of weeks old. Helloworld Limited chief executive Rob Gurney sees it differently, however, saying most Australians are now back at work after their summer break and thinking about their next holiday.

“The Christmas holidays are already a distant memory but with great deals available at helloworld in February, summer doesn’t have to end,” he says. “helloworld customers can choose a holiday that suits them. With our incredible promotional fares to Europe, cruises to New Zealand or package deals to Bali, we have something for every kind of traveller and budget.”

A challenge helloworld faces is reminding the public that it’s the new composite face of those well-known brands Harvey World Travel, Jetset Travel, Travelworld and Travelscene American Express.

helloworld (the brand is all-lower-case while Helloworld Limited takes capital initials) refers obliquely to the identity issue when it hints: “With more than 40 years of travel experience, your perfect holiday begins with helloworld.”

The brand’s new integrated marketing campaign covers the two TV commercials, which screened on metropolitan and regional TV last night, backed in coming weeks by press ads, billboards, digital, search-engine marketing, social media “and through exclusive promotional offers from helloworld preferred partners”, a statement said yesterday. The campaign will run for five weeks.

Gurney says the campaign “highlights helloworld’s ability to provide Australian travellers with unparalleled convenience through helloworld’s range of booking options, industry-leading service and the best value, tailor-made holidays”.

He says the helloworld “network of independently owned and operated stores” gives travellers across Australia the opportunity to research, plan and book their next travel experience conveniently and at their own pace.

“Customers can visit one of our stores, search online, or call us,” he says. “We offer a totally flexible way to book travel.”

The helloworld TV commercial can be viewed here:

Written by Peter Needham

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