International Advertising

Client: RCI Europe Ltd

Brief: A subsidiary of Wyndham Exchange & Rentals, the worldwide leader in holiday exchange rental business, RCI, is the 3rd largest holiday organisation in the world and specialises in the arrangement of timeshare exchange for 2.6 million member families to over 3,600 resorts world-wide.

The organisation wanted to raise awareness of its services to an international audience of travellers and positively promote timeshare exchange as an alternative holiday experience.

Solution: An above-the-line advertising campaign was recommended and outdoor was selected as the preferred media channel. Poster sites were selected at three international airports: Manchester, Luton, and Tenerife, where research indicated that the target audience frequented on their travels.

Results: Backlit posters featuring positive images and copy were created in three different language versions: English, Spanish, and Swedish. They were positioned at the arrivals and baggage collection areas in each airport for a month over the Summer period reaching over 3.4 million travellers.