Sunwing Vacations’ New Campaign Inspires Canadians To ‘Go All In’ 

Sunwing Vacations is unveiling its new winter campaign and commercial today and in it, the tour operator challenges travellers to think about a getaway to the sun in a different light.

The new commercial taps into the distinct personas that emerge when Canadians embark on their getaways — from the sunscreen denier to the treetop skimmer —  and paints a portrait of how Sunwing exceeds travellers’ expectations through clever juxtapositions and lighthearted storytelling.

Directed by Benji Weinstein, Canadians are invited to uncover their own vacation personas in Sunwing’s latest Save More, Do More creative commercial and find out how they can maximize their time in paradise by saving more upfront.

Samantha Taylor, Chief Marketing Officer at Sunwing Vacations Group, explained that: “Since introducing Sunwing Vacations’ new value proposition and whimsical brand personality last season, our teams have dedicated the last year to engaging with our customers to gain a deeper understanding of their diverse travel styles and preferences so we can continue to evolve alongside them.”

Taylor continued: “In an increasingly competitive market, we’ve learned that our success comes from being distinct and our latest winter campaign, one rooted in relatable humour and optimism, is a true representation of how we’re continuing to build on our brand identity.”

And she added: “We’re telling the story that leisure and all-inclusive travel goes beyond what’s familiar, and showing how our customers can save more and do more with us.”

This winter, Sunwing Vacations has taken a clever and comedic approach to its latest brand and marketing campaign that puts customers’ unique vacation identities first, embraces their quirks in an entertaining way and fosters a sense of camaraderie among those exploring the tropics.

The creative concept for the campaign was spearheaded by Sunwing’s creative agency john st. in collaboration with Sunwing’s in-house creative team, and comes to life via a commercial spot broadcasted on specialty channels in Toronto and Montreal, radio, out-of-home, social media, digital video and a cinema buy with commercial placements at Cineplex theatres this fall, plus engaging content partnerships with creators, most notably, Canadian media personality, comedian and mom, Jessi Cruickshank, representing the vacationing families that are core to the Sunwing brand.

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