Posted by: AmazeRealise | Date added: Thu 12 Jun 2014
An exciting partnership that offers drivers an immediate holiday experience
Budget, the car hire company is launching ‘Budget and Go Because’, an integrated summer campaign with Time Out, targeting an audience of fun-loving adventure-seekers with quick turnaround competitions for ‘drive off’ holidays.
The campaign was created, planned and negotiated by Maxus Partnerships, with creative from VCCP.
The ‘Budget and Go Because’ campaign kicked off on 27 May and runs until 29 September. It launched with a cover-wrap in Time Out magazine and a Budget brand hub on timeout.com, live for the duration of the campaign.
Budget is targeting an audience of 25 to 44 year olds, who use car rental as a cost efficient way to enable them to do more of the things they love, whether those are hobbies, sports, festivals or visiting landmarks, along with looking for the best deal with the least stress. Time Out – as the guide to the best city activities and attractions – is a key platform for target audiences to enjoy this content.
Budget is offering audiences four chances to ‘drive off’ on holiday. Various display formats across the timeout.com will direct audiences to the Budget hub where they will have 48 hours to register their names in a competition to ‘drive off’ that weekend to an exciting destination. A countdown clock running across all Time Out hub pages will ignite during the four ‘Drive offs’ offered throughout the campaign. Winners will get a weekend trip to destinations including Amalfi, Helsinki, Barcelona and Dubrovnik, along with flights, accommodation, spending money and a Budget rental car.
Less stress, more transparency
Along with the competition, Time Out, with Budget has created an interactive widget to help plan holidays, housed on the Budget brand hub on timeout.com. The widget asks visitors to select a destination or interest and offers a selection of activities – including entertainment, food and drink and hotels at a number of destinations including Barcelona and Helsinki.
The campaign is further supported through social media, with Time Out driving conversations towards the Budget hub page.
Darren Peacock, brand director, Budget EMEA, said: “The opportunity to work in partnership with Time Out to create this inspirational campaign was one that we could not turn down. We saw the opportunity very early and the idea grew and expanded. Time Out has provided us with a target audience of consumers who are spontaneous and looking to create new experiences. It allows us to position Budget as an enabler of creating memories and experiences, allowing customers to benefit from a great value mode of transport so they can spend more on the things they love to do.”
Laura Wade, head of Maxus Partnerships, said: “Budget strongly believes that car-hire across the industry needs to be a better experience for the consumer – a straightforward and simple addition to any trip at home or abroad. And for our first campaign together they asked us to communicate its less stress and more transparency message. In addition, they wanted to reach adventure-seekers looking for a simple process for their holiday experience. Without doubt, Time Out is the ideal partner for this campaign, as it’s where our target audience gets inspiration for the best places to see and do things in cities the world over.”
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