Today’s the day Sunwing unveils its new creative campaign and commercial ‘More, More, More,’ which the tour operator says hones in on what customers really want on their all inclusive getaways: more value and experiences. Chief Marketing Officer Samantha Taylor told Travel Industry Today that Sunwing is “looking to broaden our audience with our More, More, More campaign – and that includes being relevant to a younger demographic while maintaining the strong relationships we’ve established with our existing customer base.”
Experiences and value
“To attain that broader appeal it was important for us to listen to what the customer wants, and that’s more value for their vacations – beyond just a great price – and more experiences,” she said, adding that this “is great because Sunwing offers the largest selection of top-rated hotels and resorts down south, along with more than 100 top-ranked excursions across 30-plus destinations.”
“We have such a robust offering and wanted to make sure that more Canadians were aware of it, and how when they vacation with Sunwing they not only get a great price but they can have an unforgettable vacation experience while in-destination, by trying out different excursions (whether that be ziplining in Costa Rica, riding an ATV in Jamaica or sailing on a catamaran in Mexico, as a few examples), taking advantage of room upgrades, spa discounts or Sunwing-exclusive perks for weddings, group travel and more.”
Sunwing, says Taylor, has brought a fresh, lively and youthful energy to its new brand positioning and marketing campaign that is rooted in unforgettable travel experiences, which includes radio, out-of-home, social media, digital video and a cinema buy with commercial placements at Cineplex theatres this fall. The campaign also includes a fresh, more youthful tone of voice that further captures the energy and excitement of travel.
A cool commercial spot
Sunwing’s new colourful, vibrant and energetic campaign includes an “undeniably cool commercial spot (which) captures the on trend, carefree vibe of the 1970s, and is rich with vacation inspiration and wanderlust.”
Watch MORE, MORE, MORE.
The campaign moves beyond what Sunwing is already well known for – vacations at accessible prices with mass appeal – and shows that Canadians not only save more upfront on a Sunwing vacation but they can also do more, explore more and celebrate more in destination. Directed by Scott Cudmore, an award-winning filmmaker and vision behind some of Canada’s most prominent brands.
“Over the past year, our team has shown unwavering dedication to reimagining Sunwing’s value proposition and brand persona so we can continue to grow with our customers at every stage. This has culminated with a more fun, vibrant and energetic brand that offers the breadth of travel products, services and experiences that our customers crave,” said Taylor.
Where are they going?
We asked what the popular destinations were this winter and Taylor noted that, the “tried and true favourites that have longstanding appeal with customers” including Mexico, Dominican Republic and Cuba, which are loved for their great beaches and breadth of resorts at varying price points.” Are as popular as ever, but there is also an increasing demand for other destinations as well, including in the English Caribbean such as Antigua and St. Lucia, along with destinations like Panama and Costa Rica which offer a nice blend of location and authentic experiences available to customers (perfect for those who want to soak up the local culture and try out a range of excursions).
How long are they staying?
One week stays are still the norm when it comes to all inclusive vacations, but, says Taylor, “we are also seeing increasing demand for shorter stays for those looking for a quick or last-minute getaway – the key is really on maximizing the time that customers are in destination to unlock the most value. At the same time, those who have the flexibility to work from anywhere can take advantage of longer stays and enjoy a range of perks at our partner hotels, from free wi-fi to yoga sessions on the beach at lunch time. And once the work day ends, they can quickly grab a bite or drink, do a fitness class or try out an excursion for a true taste of the local culture!”
Giving them what they want.
“Value and experiences are important drivers, and our goal is to overdeliver on that at every stage,” said Taylor, “from servicing customers with the most top-rated resorts and hotels in the tropics, with over 700 hotels to choose from, to providing more direct flights down south than any other tour operator in Canada, and offering hundreds of top-rated excursions through our in-destination partners. These are seen as ways that customers can get the value, variety and experience they crave, and we are thrilled to meet our customers where they are and provide them with a range of memorable vacation experiences to choose from.”
What about Cruises?
Taylor says Sunwing is also seeing a growing demand for cruises among a younger demographic. Cruises have evolved so much over the years and there are so many more options to choose from and amenities as well which offer something for everyone to enjoy – from a variety of dining options to water parks and other amenities, there is a cruise out there for any age!”
In celebration of the new commercial spot, Sunwing is helping Canadians get in on the action with an interactive social media contest where they can share their best dance moves on TikTok and Instagram for a chance to win an all inclusive Sunwing vacation for two to Planet Hollywood Cancun in Mexico!
How to enter:
Canadian citizens and permanent residents can enter on TikTok and/or Instagram*
To enter, upload a 5-15 second TikTok video or a 5-15 second Instagram reel using an original dance to the audio More, More, More
Entrants must use the hashtag #MoveMoreWithSunwing in the video caption
Must follow @sunwingvacations on the platform the video will be submitted on (TikTok or Instagram)
Maximum one entry per person per platform
Contest closes on Friday, October 28, 2022
*Terms and conditions apply. Follow and visit @sunwingvacations on TikTok at tiktok.com/@sunwingvacations and on Instagram at instagram.com/sunwingvacations for more information.