With UK holidaymakers facing cancelled plans due to the global Coronavirus pandemic, and with people having extra time on their hands during the national lockdown, we launched a campaign for Travelzoo to inspire Britons to dream up their next holiday. 

The campaign was built on the insight that, despite the devastation of the first two-three months of lockdown in the UK, our appetite for exploration remained strong, with a recent ABTA report showing 75% of UK customers still expect to go on holiday before the end of the year. This campaign aims to encourage Britons to dream of their ideal post-lockdown holiday, to book now and save, and to travel later – focusing on a range of fully-refundable ‘staycation’ packages towards the end of this year, as well as international holidays in 2021.   

The campaign was conceived and produced in the space of a week and, unusually for a travel campaign, features no destination-specific imagery, instead playing on those day-dreaming moments we all have at home. The activity went live in May 2020, initially running for four weeks across OOH and digital OOH sites in major cities including Birmingham, London and Manchester, as well as across social media.