Depending on your frame of mind – business or holiday – these ads will look different upon first glance. In the mood for a vacation and the illustrations resemble holiday destinations. Thinking about work – and they look like old fashioned graphs. We toyed with peoples’ imaginations to get them thinking about booking a holiday, even though they were just back at work.

These simple illustrations were designed to resemble both vacation destinations and traditional pie graphs that were both intriguing and easy to understand. We kept the designs clean and simple, to stand out in the cluttered newspaper environment. It is difficult enough getting people to think about a holiday in January, we didn’t want to have to compete in the media space.

As The Times is a national South African paper - Johannesburg, Cape Town and Durban – we reached an estimated 330,000 readers through our three placements. The campaign brought Flight Centre to the forefront of potential consumers’ minds at a time that they would never have been thinking about a vacation.

The Times is a national daily tabloid-size newspaper, distributed in the three main urban centres of South Africa - Johannesburg, Cape Town and Durban. It has circulation of 109,000 daily and is read by high income, suburban residents - the audience most likely to purchase vacations from Flight Centre.

Three adverts were placed in early January and were located upfront for maximum impact. We picked holiday deals that were both exciting, but still affordable, as it’s a time of the year when people wouldn’t have a huge budget to spend on a future vacation. The ads needed to be aspirational, yet still attainable.

January is a quiet time for Flight Centre South Africa. We needed to get potential customers thinking about their next trip, even if they’ve just come back from their holiday, are back at work, and are on a tight budget.

The Times is a national daily tabloid-size newspaper, distributed in the three main urban centres of South Africa - Johannesburg, Cape Town and Durban. It has circulation of 109,000 daily and is read by high income, suburban residents - the audience most likely to purchase vacations.

Three adverts were placed in early January and were located upfront for maximum impact.

We created a series of print ads highlighting very affordable Flight Centre deals and ran them at the beginning of the year when people were just back at work. They tapped into negative feelings of being back at the office, and the positive desire to be on holiday.