Sunwing has unveiled a brand, new creative campaign and commercial — More, More, More — as it hones in on what customers really want on their all-inclusive getaways.
And it’s pretty simple … they want more value … and … they want more experiences.
Colourful. Vibrant. Energetic. And undeniably cool, Sunwing’s commercial spot captures the on trend, carefree vibe of the 1970s, and is rich with vacation inspiration and wanderlust.
It moves beyond what Sunwing is already well known for – vacations at accessible prices with mass appeal – and shows how 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, Canadians can watch More, More, More come to life in paradise at the following link: https://bit.ly/3STOZ2y.
Press Today caught up with Sunwing Travel Group’s Chief Marketing Officer, Samantha Taylor with a few questions about the More, More, More campaign. Here’s what she had to say:
What was Sunwing’s ‘brand proposition’ and how has the new campaign re-imagined it? What is its brand proposition now?
Sunwing spent many years building up incredible brand awareness. In fact, we have one of the highest brand awareness rankings in the country. Sunwing has always been seen as a brand that offers Canadians great pricing and value on sun vacations. Our new campaign is about redefining what value means and what’s important to Canadians. We always have a great price at the centre, but want to communicate that you get so much MORE when you choose Sunwing. That includes the largest selection of top-rated hotels and resorts down south, more than 100 top-ranked excursions across the destinations that we offer, and fabulous Sunwing-exclusive perks that are available to our customers through our partner hotels. When you save more upfront, you can do more in destination – and choose to enhance your tropical escape in a way that adds even more value for a truly unforgettable vacation experience.
In the release, you indicate that you’ve been listening to your customers. What have they been telling you and how is that different from what they were telling you before the pandemic?
Customers have missed out on travel for far too long. And now that they are jumping back in, they are seeking out really great experiences. They want to immerse themselves in the destination and do the excursions, they want room upgrades and perks, and they want all the benefits that come with an amazing vacation to the tropics. These elements are just as important as a great price, and we want to make sure that we are over-delivering on that at every step.
How does the new brand campaign respond to this?
Our goal is to show Canadians how a Sunwing vacation feels (and not just looks). It’s a fresh take that is also a throwback to a more carefree pre-pandemic time. Don’t we all need a bit more fun in our lives? This isn’t about beautiful vacation pictures; this is about the pure joy and excitement that a Sunwing Vacation provides.
How is Sunwing different from its competitors and how does the new campaign underline those differences?
There are three distinct areas that are critical for us: We service customers with the largest selection of top-rated hotels and resorts in Mexico, Central America and the Caribbean, with more than 700 resorts for customers to chose from. We also have a seamless integration with our in-destination management division, offering hundreds of the best excursions available to customers, and we pride ourselves on providing more direct flights to the south than any other tour operator in Canada. This is all in addition to our relentless pursuit of providing exceptional value to Canadians and offering the customer more value, variety and experiences when they choose to travel with Sunwing.
While the campaign is directed at consumers, I’m wondering how it will help agents sell Sunwing’s products and services more effectively?
Our relationship with the travel agent community is incredibly important to us and this campaign is for all Canadians. We are very proud of our partnerships with the agent community and know that they choose who to book their customers with day in and day out. We hope that this campaign reiterates that we are committed to ensuring our mutual customers have an unforgettable vacation, and that we are always delivering on that experience for them.
Last question … is there something that I should have asked you about the campaign … or about Sunwing … that I didn’t ask? If there is, what’s the question and what’s the answer?
How do we get the More, More, More song out of your head after listening to it? We apologize as we realize it’s near impossible – but it’s just so fun and catchy, right?
Some Final Notes … and, yes, there’s a contest for your clients …
Samantha Taylor, Chief Marketing Officer at Sunwing Travel Group, explained: “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.”
Taylor pointed out that: “With so much change over the past two years, it was important for us to listen to our customers and find out what matters most to them as we prepared for our winter season. We discovered that Canadians are looking to unlock more value, beyond just price, so they can get the most out of their hard-earned vacations and have an unforgettable experience in destination.”
And she made it clear: “Our new brand identity highlights just that. From discounts on spas and excursions to exclusive perks, room upgrades and more, we’re excited to show Canadians how they can get more under our wing.”
Sunwing 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.
To celebrate 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.
Go to www.sunwing.ca for more.