WeRoad needed to stand out in a highly saturated market, competing against well established industry giants.
We knew that WeRoad needed to go beyond the “perfect holiday photos” that dominate the industry. Instead we inspired the UK to travel more by demonstrating an understanding of the local cultural insights behind travel and bringing them to life in fun, playful ways.
The average Brit spends fewer than 10 days outside a year. That's less time than our billboard. So, we took full advantage of this bold, loud media placement in the middle of Manchester to send people a reminder to get out of their comfort zone - after all, we could all spend a bit more time outdoors.
We discovered that the UK has a particularly bad relationship with taking annual leave, and employers are not legally bound to roll days over - meaning millions are lost each year. We decided to embody this terrifying local truth in a halloween monster - The Holiday Reaper. Or HR, for short.
We used local insight and current affairs to produce work that felt engaging and topical to a UK audience. For instance, the day after the England squad was announced for the Euros in 2024, we had mobile billboards appear at the Etihad and White Hart Lane offering a free trip to the players who were left out.
