Canadian Affair – TV And Radio Campaign
Tour specialists Canadian Affair were determined to start 2012 with an ambitious multi-platform campaign so our client, the London-based travel and tourism experts Conrad Advertising scripted and story-boarded a new campaign with a cheeky edge and 'Desperate Housewives' feel to run across TV, radio, online and in TV sponsorship.
The treatment features a kitchen scene with two sophisticated women drinking coffee, each execution of the commercial opens with the same line from one of the women, "I've just had the most amazing affair". She reveals teasing details of her exiting adventures, shopping sprees and wild nights with her new love interest, which is naturally accompanied by fitting shots of Canada's best tourist spots - these were supplied by several Canadian tourism development agencies.
In addition to the shallow depth of field in our shots and the sophisticated kitchen used as the backdrop our Composer Andi Baxter created a bespoke and sultry piano score building in drama as more shots of Canada are revealed - this same theme was carried through into the accompanying radio campaign. The three completed commercials (City Breaks, Rail and Cruise, Outdoor and Adventure) were each tagged with an alternate phone number to track effectiveness by television region, with URL-only versions created for online syndication. During production of the campaign we also created a set sponsorship idents for the STV series, ‘Scottish Passport 2012′.
In March 2012 'Start Your Affair' topped the voting for ‘Best TV Travel Ad’ in a poll organised by The Chartered Institute of Marketing. Over 10,000 votes were submitted by travel professionals from across the UK with Canadian Affair’s ‘Start Your Affair’ winning the coveted number one slot. It was a tight battle with Keycamp who came a close second with Voyage Prive taking third place.
Creative Agency: Conrad Advertising
Client: Canadian Affair
Campaign: 3x 30" radio commercials on Heart London, 3x 30" TV commercials airing on STV, LWT, Carlton and Granada, 4x 10" sponsorship idents on STV.