Aldi’s newly launched travel service was pitched as a rival to budget holiday companies such as lastminute.com at a time when Aldi were gaining a lot of positive media coverage as a budget alternative to the more expensive supermarkets. The challenge was to encourage holiday makers to trust Aldi with their family holidays as much as they do their family groceries.
We enlisted respected travel writer Simon Calder as spokesperson and conducted research into the measures that Brits would be taking in the next year to save on their holidays – be it holidaying in the UK rather than abroad, skimping on travel insurance, and taking the kids out of school during term time.
The findings were discussed in a series of radio interviews, followed by a live WebTV show that included footage from destinations across Europe which offer great value without stretching the purse strings.
In total the campaign reached over 92 stations, with a total audience reach of 21,794,000. The webTV show was seen by over 22 million across 20 websites.