Kallaway delivers first TV ad campaign for UK Coach Industry
7 March 2022
Kallaway has delivered the first TV campaign for 'Get Back On Board’ the coach operator led campaign created by Made Tourism and backed by the Confederation of Passenger Transport, the national trade body for the bus and coach industry and CoachMarque, encouraging people to take coaches for work and leisure again following COVID 19.
The TV ad focused on the coach sector’s core audience of adults over 55 years old, reminding them of the ease of traveling by coach and the connectivity it provides with friends, family, towns, cities and tourist attractions across the country.
With January being a peak booking time for the tourism industry, our challenge was to reach the target group despite the fact that adults were watching 22% less TV than the previous year, according to TV viewing measuring body BARB.
We overcame this by securing key daytime viewing slots nationally across ITV, Channel 4 and Channel 5 as well as specific digital slots with the goal to reach 15.7m adult impacts. As the campaign developed we refined and optimised our spot buying and achieved a total campaign delivery of 17.2m adult impacts - almost 9% over target.
Phil Smith, The Confederation of Passenger Transport’s Coaching Manager said: “Breaking into TV advertising was a first for the Confederation and its members and we are delighted with the outcomes. Kallaway and Made Tourism helped us realise the potential of the campaign - we captured the attention of our core audience which will help our members following a very difficult few years through COVID 19.”
Get in Touch
If you want to learn more about this TV campaign, or to discuss how your brand secure better results through bought media please contact Media Director, Rupert Bean on arrange a time to speak.