"As unreal and spectacular as these locations will look, they’ll all be very real, specifically labelled, and totally bookable."
Outdoor hospitality group Reflections Holidays has launched its first campaign since rebranding In April.
The work brings to life Reflections role in giving people respite from the rat race and reminds them that life's better outside.
Further exploring its ‘Life’s Better Outside’ creative platform through broadcast TV and out-of-home channels, the campaign consists of five different spots, each taking the audience on a little holiday by reminding them what's out there for those willing to explore.
The campaign was brought to life by Reflections’ in-house creative director, Matt Plummer In collaboration with Anthony Moss and produced by production company Sergeant Major and film director Eric Bilitch.
Reflections Holidays CMO, Peter Chapman, said the product is the idea, so strategically it's not about finding a way to persuade people to be interested in the company but rather creating work that is distinctive and not tourism wallpaper.
"I'm extremely proud of the work that Matt and the team have produced. It's the ultimate product demonstration, It’s on brand and it treats the audience with respect," he said.
Reflections Holidays creative director, Matt Plummer, said the day to day is pretty hectic for most people, and given that the company aims to provide a relief from the noise and busyness of the year, it just makes sense that its advertising does too.
"We saw the ‘busy adbreak’ or ‘crowded social feed’ as a huge opportunity to provide relief to people. And as unreal and spectacular as these locations will look, they’ll all be very real, specifically labelled, and totally bookable," he said.
