Alpitour World keeps investing in communication and in May it dedicates a 4 million Euro cross-media campaign to Eden Viaggi, the Tour Operating brand with the highest growth prospects in terms of customers and revenue. At the centre of this investment there’s the new TV commercial, that rewrites the tone of voice of travel advertising.
Eden Viaggi’s return to communication, thirteen years after its last television appearance, is an opportunity made possible by the project “TREVOLUTION” that, in September 2021, rationalised the architecture of all the Tour Operating brands to facilitate the business and all the marketing and communication activities. A strategic choice that is producing positive results, both in terms of visibility and clarity for the market. The Eden Viaggi cross-media campaign supports Alpitour’s one “Io in un villaggio? Mai!” (“Me in a holiday village? Never!” in the Italian language), that, launched in 2022, has been rescheduled for this year, as a consequence of the positive results achieved.
The ironic language and the humorous attitude are the common traits of the campaigns dedicated to Alpitour and Eden Viaggi. The Alpitour commercial lightly invites people to “send the clichés on holiday”, disproving those who think they cannot find the right solution for their needs in a holiday village.
Eden Viaggi reveals its irreverent and ever-evolving soul with a commercial full of suspense and a fast pace that highlights the value of the “no frills” brand: carrying out the mission “to book a trip”.
All that's left to do, therefore, is to keep your eyes open and the TV on, to start dreaming and planning your next holiday right from your sofa.
Alpitour World keeps investing in communication and in May it dedicates a 4 million Euro cross-media campaign to Eden Viaggi, the Tour Operating brand with the highest growth prospects in terms of customers and revenue. At the centre of this investment there’s the new TV commercial, that rewrites the tone of voice of travel advertising.
Eden Viaggi’s return to communication, thirteen years after its last television appearance, is an opportunity made possible by the project “TREVOLUTION” that, in September 2021, rationalised the architecture of all the Tour Operating brands to facilitate the business and all the marketing and communication activities. A strategic choice that is producing positive results, both in terms of visibility and clarity for the market. The Eden Viaggi cross-media campaign supports Alpitour’s one “Io in un villaggio? Mai!” (“Me in a holiday village? Never!” in the Italian language), that, launched in 2022, has been rescheduled for this year, as a consequence of the positive results achieved.
The ironic language and the humorous attitude are the common traits of the campaigns dedicated to Alpitour and Eden Viaggi. The Alpitour commercial lightly invites people to “send the clichés on holiday”,disproving those who think they cannot find the right solution for their needs in a holiday village.
Eden Viaggi reveals its irreverent and ever-evolving soul with a commercial full of suspense and a fast pace that highlights the value of the “no frills” brand: carrying out the mission “to book a trip”.
All that's left to do, therefore, is to keep your eyes open and the TV on, to start dreaming and planning your next holiday right from your sofa.
INCREDIBILE MA EDEN
A combination of elements that carries Eden Viaggi and its philosophy on TV, in a climax of dialogues and sequences. The commercial looks like an action movie trailer, with plot twists and characters engaged in apparently disjointed situations as they try to complete a very difficult mission: to book a trip. Only at the end, with a sudden change of shots and photography, the enigma is solved: EDEN VIAGGI is the solution.
CI VEDIAMO LA’
The commercial uses an ironic approach to overcome the most well-known clichés and stereotypes about village holidays, overturning their meaning, creating a dissonance between images and words. "Me in a holiday village? Never!": an immediate and provocative motif that sounds like a slogan. As the protagonists are enjoying their holidays and dedicate their time to different activities, experiences and excursions, free to choose all that a Alpitour village can offer, they repeat - less and less persuaded - "Me in a village? Never!".
INCREDIBILE MA EDEN
Un connubio di elementi che trasporta la filosofia di Eden Viaggi in TV, in un climax di dialoghi e sequenze. Lo spot è simile al trailer di un film d’azione, con colpi di scena e personaggi impegnati in situazioni apparentemente sconnesse, mentre cercano di portare a termine una missione molto difficile: prenotare un viaggio. Solo alla fine, con un repentino cambio di inquadrature e fotografia, si svela la soluzione dell’enigma: EDEN VIAGGI.
CI VEDIAMO LA’
Uno spot che utilizza l'ironia per superare i luoghi comuni e gli stereotipi più conosciuti delle vacanze in villaggio, ribaltandone il senso, creando una dissonanza tra le immagini e le battute. "Io in un villaggio? Mai!": un motivo che assume la forma di uno slogan, immediato e provocatorio. Si vedono i protagonisti immersi in una vacanza e intenti in attività, esperienze ed escursioni, liberi di scegliere e vivere tutto ciò che una vacanza in un villaggio Alpitour può offrire, mentre ripetono – sempre meno convinti – "Io in un villaggio? Mai!".
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