Flight-free holidays
Byway is Certified B Corp aiming to drive a shift to more sustainable holidays. To do that, they needed to reach people who would otherwise choose to fly. So our challenge was to build awareness of their unique, flight-free travel experiences and get more people to book a Byway holiday.
The campaign was targeted towards eco-conscious travellers in the vibrant, well-connected city of Brighton. Our brief was to help this audience discover the wonder of flight-free travel.
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Skip the shortcuts
As well as tending towards more sustainable choices, Byway travellers are typically looking for more meaningful holiday experiences. So we needed to grab their attention — in an authentic way — and show them the possibilities that a flight-free route opens up.
Enter our provocation: Skip the shortcuts. Rooted in the insight that when you choose the most direct route (flying, that is), you end up missing out on so much along the way. So to get more from your holiday, to discover something richer, and ultimately more fulfilling — you have to go a different way. With flight-free travel, you find yourself getting off the beaten path, squeezing more in and truly engaging with the places you’re travelling through.
Get more holiday
To bring the idea to life, we created a fast-paced hero film which captured the richness and variety of a typical Byway holiday. Shot handheld and in the moment, the rhythm of the film highlights all the moments you can squeeze in when you go flight-free — punctuated by the calming, beautiful views seen from the train along the way.
Alongside this, we developed an OOH series where unique holiday moments are sliced together and sandwiched in the middle of a serene train windowscape. The campaign messaging is looped together with a meandering journey line to help highlight that skipping the shortcuts is just a bit more fun.
And finally, for the print placements which would appear across Southern train panels, we crafted a long-form copy ad which highlighted the joy of choosing not to go direct when you’re on holiday.
