Three TV commercials in a row on Saturday night. And all of them have the subject of holiday pay as their theme. The first is from Bol.com, which, under the motto “Holiday Pay Deals”, mainly sells affordable TVs with high discounts, because for those who didn’t know, a busy summer of sports awaits us. A little later, Coolblue advertises its ‘Holiday pay 2024 top deals’. In much the same terms. Could it be that both companies have the same advertising agency? Or did you just run out of creativity? In any case, even at Coolblue there is a high discount on electronics and for the quick decision-makers also on kitchen utensils. The hunt for holiday pay is an annual ritual in May, when most people get a nice extra credit to their bank account. And companies from outside the travel sector in particular want to get a piece of the pie. In that respect, there is nothing new under the sun. And if the Dutchman wants to buy a wider-than-widescreen TV with his holiday money, that’s his right. Or a sharply discounted sofa for years of sitting pleasure, with a warranty that will last for three weddings. No, then TUI, which announced at the end of May that the Dutchman prefers to spend his holiday allowance on holidays. The third TV commercial that evening is from TUI, which puts on an atmospheric advertisement in less than 30 seconds, with a focus on a vibrant city tailored to your needs, a tour along the Route du Relax through France and a trip (with images from the Far East) to the ‘all-arranged adventure’. Within 28 seconds I’m in the mood for a vacation. Unlike in its weekly newsletters to consumers, TUI does not say a word about price in its TV commercial. No holiday deals at a high discount, but a holiday atmosphere at a rapid pace at the potential customer who is very much in need of a holiday in the sun at this time of year, and especially because of the inclement autumn weather. That’s how it can be done. In addition, and this is a well-known fact, customers quickly forget about a discount they receive on a purchase. But the memory of a great holiday is lasting. I’m curious to see what Bol.com and Coolblue will come up with next year. theo.de.reus@travmedia.nl (This column first appeared in TravMagazine #23)
