Ah, Leger, we’ve been expecting you
Creating something unique and fresh that would bring escorted coach tours back to the forefront of people’s minds, and our screens too.
It’s September 2022 and despite regulations being lifted, escorted European tours have taken a real hit post-pandemic. Aware that TV is still king regarding return on investment, awareness and brand recall, Leger tasked Accord with creating a new TV ad.
Strategy
Using emotion, storytelling, humour and suspense the final concept showcased all the different elements that successfully make up a Leger escorted tour - from the driver to the holidaymakers enjoying themselves and, of course, the spectacular locations. As for the script, a mysterious ‘Mastermind’ narrates and plots the trip, asking the viewers “Are you in?”.
Filmed across Italy during the summer by BAFTA nominated director Paul Katis; locations included Florence, Tuscany, and a villa in Lake Como visited by James Bond in ‘Casino Royale’. The final ad features actress Jacinta Mulcahy and made-to-measure music complete with strong cinematic visuals. All press and social activity followed the same ‘Are you in?’ campaign tagline.
