The buzz of your taste buds as you tuck into zingy street food in Thailand. The thrill as you catch your first wave surfing in Morocco. The joy as you whip around the backstreets of Delhi on a rickshaw. The gentle lap of waves relaxing you as you massage vitamin-rich muds onto your face in Jordan. When was the last time you felt like this?
Small-group adventure travel specialist, G Adventures is serving up some serious escapism for London commuters this summer as they launch their largest brand campaign across the UK’s transport systems. With more workers returning to the office, but many commuting from outside London, the month-long campaign has been designed to target would-be-travellers along their commuting journeys with emotive ads that celebrate those joyous moments you can only get when travelling on a small-group adventure.
Running across out of home, digital, social media, audio, and print media throughout June and early July, the campaign timings takes into account planned tube strikes and targets travellers of all ages, highlighting the joys of group travel and sparking an emotive response, encouraging commuters across the capital to think about their next adventure.
For those travelling in from outside London, popular commuter routes will feature fun, lively artworks, across trains and railways stations. London Victoria’s ticket barriers will be transformed into a gallery of epic travel moments while, for those within the city, digital posters will run across London Underground’s stations and escalators, challenging travellers of all ages to think about their last epic travel memory. QR codes make call to actions quick and easy for those on the move, while location-targetted Spotify ads and paid media runs across key commuter hotspots during peak hours. London’s free newspapers, the Evening Standard and Metro will feature weekly content from the adventure operator, celebrating some of the incredible ways to travel, from sailing trips in Europe to the world’s most incredible hikes.
G Adventures marketing director, Ant Stone, says the campaign has been designed to stop commuters in their tracks.
“With London office workers quickly returning to our capital, that sense of ‘Groundhog Day’ was starting to set in. Being a travel brand that specialises in taking travellers out of their comfort zones and building epic memories, we recognised we had the perfect antidote,” said Stone.
“Our trips are filled with freedom and fun, and this campaign sets out to transport commuters to those unforgettable micro-moments that happen when you take an adventure,” he continues.