Monarch is tapping into the trend of adult colouring books with its latest direct response campaign looking to inspire customers to add “colour” to their summer this year.
The concept was created by WDMP and spans press, digital, outdoor, direct mail and email.
The idea behind the concept is to create stand-out and to entice the feeling of adding “colour to your summer” with Monarch through its flights and holidays offering.
Each execution features a hand-drawn black and white illustration with touches of colour to indicate partial colouring, encouraging participation from customers, which fits in with the personal service that Monarch offers.
The campaign will feature well-known city destinations such as Barcelona and Lisbon, as well as some inspirational summer holiday imagery. With many other airlines and travel companies focusing on evoking ‘destination-inspiration’ through photography of beaches and cities, this campaign aims to stand out over other brands.
Monarch head of digital and marketing Ian Chambers said: “The trend for adult colouring is becoming increasingly popular as a way to relax and unwind. Holidays are very much about doing the very same thing – our new ‘colour your summer’ campaign is a great opportunity for people to get involved and colour life into their holiday plans.”
WDMP executive creative director Mike Cavers added: “It’s fantastic to be able develop a campaign that breaks the normal travel sector imagery to bring to life the emotional joy of a summer holiday for Monarch’s customers – by literally giving them the opportunity to ‘Colour your summer’ with inspiration and great value offers.”
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