Advantage Travel Partnership is one of the UK’s largest consortiums of independent travel agents, and they were looking for an innovative and impactful campaign to engage and empower their membership. We brought AI centre stage to help them do just that.
- AI image generation
- Campaign branding
- Logo design
- Print design
- Social media assets
We all know that feeling of wanting to escape the winter chill and swapping the dark mornings for warm, sunny days. A feeling that’s often at it’s strongest at the turn of the year, when the excitement of Christmas feels like a distant memory and people are looking for something to look forward to. Booking a holiday is the perfect antidote and we wanted to harness the feeling that comes with securing that ideal getaway, visualising the holiday mindset that helps to get us through the most mundane of days. The ‘Just Booked Feeling’ is the sense of excitement and anticipation that often makes us oblivious to our surroundings, safe in the knowledge that we’ll soon be relaxing on a sunny beach or exploring new cultures in exotic locations. So it had to feel bright and upbeat, bringing some colour and optimism to people in the cold winter weeks, when we’re all dreaming of that all important getaway.
The use of AI for the campaign is about much more than just jumping on a bandwagon; it’s about embracing new opportunities and exploring the possibility of what we can offer our clients, striving to be at the forefront of technology and harness it to add value wherever we can. It allows us to create specific scenes and scenarios that we may have struggled to achieve with traditional photographic and image manipulation methods.
Our aim was to create a visually impactful suite of imagery that would depict people in mundane, day-to-day scenarios, but in a holiday mindset. This visual juxtaposition had an element of surrealism to it and felt like the perfect opportunity to embrace the power of AI to produce the desired effect. It also meant that we didn’t have the logistical headache of staging multiple locations and had total control over the final outcome, allowing ourselves and the client to take considered decisions around the look and style of the subject matter, as well as ensuring a good level of diversity across the characters created. We had to be culturally aware and ensure that we were producing characters that accurately reflected Advantage’s commitment to inclusivity. Building diversity into the creation of the characters required constant evaluation of the output against cultural considerations and sensitivities.
The use of AI allowed us to capture the sentiment of the campaign message without having to rely on stock imagery, giving the client full ownership over the final output.
The campaign was rolled out across a wide range of assets for Advantage members. This included printed and digital magazines, point of sale and social media content to help them connect with their customers, drive bookings, and achieve long-term growth. Among these assets were the latest editions of the Journeys and Navigate publications, which featured one of the AI images on the cover.
We’re the first consortium to do anything like this. I think we have definitely broken new ground. It has enabled us to have very targeted images that link to the campaign. We are pushing the envelope.” — David Forder, Head of Marketing, Advantage Travel Partnership
If you’re looking for help to harness the potential of AI for your campaign, please get in touch and have a chat with our team.
