Following the success of their first transport advertising campaign in early 2023, Somabay recently ran a second successful transport advertising campaign in London, facilitated by The Communication Group plc, with the aim of promoting the destination to UK travellers during the ‘winter sun’ period.
The campaign incorporated a mixture of bus advertising, on-platform posters spread throughout key London Underground stations with a high commuter footfall, and roadside DM6 billboards, which were located on major roadside sites in and around London. This mixture of formats ensured that the campaign reached a broad audience of both tourists and Londoners, with the bus and Underground advertising running for a period of 4 weeks from mid-December to mid-January, and the DM6 billboards being live for a period of 2 weeks in early January.
This hugely successful campaign built on Somabay’s “Egypt’s best kept secret” messaging, with striking visuals of sunsets and seascapes encouraging viewers to escape the winter chill with a trip to Somabay. The Communication Group plc supported on all aspects of the campaign, from negotiation through to execution.
