Two new TV adverts encouraging people to ‘holiday like a German’ are to be aired for the first time on Wednesday by TravelSupermarket.
The travel comparison website’s new campaign plays on research that suggests Germans are more efficient holidaymakers than their British counterparts.
The ads promote the company’s new website that is geared towards making the holiday planning process easier.
The TV ads feature Nico, a friendly and well-travelled German who personifies his nation’s reputation for planning. His tool of choice is always TravelSupermarket and his mission is to convince the British public to ‘holiday like a German and Travel Super’.
The first shows him sunbathing while standing on his head. The second, which runs from January 14, shows him catapulting a towel onto a sunbed right before another holidaymaker lies down.
Outdoor advertising will also run on buses, rail, the London underground and on roadsides.
The campaign will also see VOD (video on demand) and web exposure, while a shorter 10-second ad will air from January 18.
TravelSupermarket relaunched its website ahead of the January peak booking period with improved functionality, a new tool – My Suitcase – which allows customers to store and share searches, and an improved new look and feel.
Marketing director, Darren Bentley, said: “Customer research clearly showed, whilst people love holidays, the process of planning and booking the right one at the right price, not to mention sifting through thousands of possible options, can be frustrating.
“The improvements we’ve made to the website will go a long way in helping to resolve these issues, allowing customers to plan more easily across multiple devices, to search wider and to share their favourite holiday deals with friends and family.
“We’re really proud of the new website and have significantly increased investment in through the line brand marketing in 2016, so it was important we had a strong creative to support that investment.
“Using Nico’s character is a light-hearted way to promote our new website’s planning tools, and a celebration of the organisation and precision for which our German friends are known.”