What was the challenge?

After acquiring Thomas Cook stores, and with the impact of the pandemic, Hays Travel needed to drive awareness and consideration to a new national audience, rather than the North East heritage they had.

What was the idea?

Hays Travel wanted to use the power of TV to share their distinctive values as a brand and land the message that nobody offers you more trust, value, service or choice.

They needed a campaign that would build long term brand awareness while also working hard to drive an immediate response.

ITV’s Backing Business enabled Hays Travel to test, learn and scale on ITV supported by our in-house creative production and measurement teams.

What were the results?

  • Hays Travel has seen a 63% growth in sales over the past 12 months.

  • System1 testing showed the ad was very distinctive and it was in the top 5% of all ads tested for its ability to drive short term sales.




“Did it work? Definitely. Would I do it again? Absolutely.” - Dame Irene Hays

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So what’s next?

Hays Travel are scaling up their TV efforts and they’re also opening up a very special new store, on one of the country’s most iconic streets ... Coronation Street. 

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video time: video title: ITV Showcase 2023: Case Studies

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