SOUTHALL TRAVEL

The Client

The Southall Travel Group, established in 1984, is one of the largest travel agencies in the UK. In its infancy, it was a small travel agency that served the Asian UK market with bookings mainly in India and Asia. The company grew from revenues of £500,000 in 1991 to revenues of £240 million in 2011. Southall Travel now organise flights and tailored leisure and business trips, short-breaks and well-earned holidays for almost all popular destinations across the world.

The Challenge

Southall Travel’s main objective was to increase brand awareness and to raise the profile of the organisation as a whole. They were particularly keen to target the UK Asian community.  

Southall Travel also wanted to boost their digital presence. We know that football fans follow their team’s matches online via computing and mobile devices, offering an additional space for a brand to interact with its target customers. Southall Travel wanted to use their exposure during the matches as a platform to engage with the fans watching.

Actions

The EPL has a huge fan base in the UK and with its popularity growing within the Asian community, it made this the ideal platform for Southall Travel to reach their target audience.

Southall Travel elected for a 30-match football advertising campaign during the 2016-17 season for top Premier League club matches including Leicester, Tottenham, Stoke and Manchester United.

Advert design used during the campaign

The Result

Advertising in the EPL allowed Southall Travel to achieve their main marketing objectives and further enhance their brand position in their target market.

With our help and expertise, Southall Travel used social media to monitor conversations regarding their brand throughout the games and were incredibly pleased with the levels of coverage they received, being included in the world’s top news outlets as well as on the clubs’ official social media channels. These images continue to be shared on an ongoing basis, with Southall Travel becoming a permanent fixture in some of the season’s greatest moments.

MATCHES ADVERTISED IN (2016-17 SEASON)

30

MINUTES OF SCHEDULED ADVERTISEMENT (PER MATCH)

2

OVERALL SCORE OF OUR SERVICES (OUT OF 10)

10

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