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Work Calendar Making You Think ‘FML’? Ethos Travel Thinks It's Time to Get Away

McCann EMEA, 8 months ago

McCann London campaign uses crammed work calendars to remind you to book a holiday

Work Calendar Making You Think ‘FML’? Ethos Travel Thinks It's Time to Get Away

Luxury travel company Ethos Travel is launching a new campaign featuring hectic work calendars shaped to spell out the sentiments that spring to mind when work gets on top of us - such as ‘FML’, ‘Make It Stop’, ‘Save Me Now’, ‘End This Hell’ and ‘Help Me God’.

Ethos Travel’s “Time To Get Away” campaign, created by McCann London, avoids the usual holiday advertising clichés of sandy beaches and turquoise seas and instead conveys how most people feel at this time of year.

It aims to remind people to book their holidays early, before their work calendars take over.

“Time To Get Away” will launch on Thursday, January 28th, the first payday of 2016 for the majority of people, targeting those who have recovered financially from the festive spending binge and are better able to put holiday plans into action.


The ads will run nationwide in the press and on major OOH sites.

Laurence Thomson, Co President & Chief Creative Officer at McCann, said: “This work is based on my own post-Christmas calendar. Everyone can relate to the knee-jerk reaction that happens after seeing what’s in store for you on your first month back.”

Sam Collins, Co-Founder of Ethos Travel,said: “The world is inundated with the same holiday ads in January, so in orderto stand out we decided to do something different.”

Category: Holiday , Travel

Genre: Print