Packing a great summer holiday campaign

by on July 8, 2015


It’s holiday time and there’s no holiday (be it long or short) without luggage packing. Whether your destination is a Mediterranean island or a village in the Andes, every trip requires that particular moment where you choose which garments and everyday things will go with you.

It’s a perfect contact opportunity for many industries: from clothing to cosmetics, from publishing to mobile devices, from photo & video equipment to sporting & free time items. The most effective formula seems to be the holiday shopping guide.

On this subject, Avenue 32 provides a smart example: the topic shows up right in the pre-header (“Shopping by destination”) and the body copy concerns a core travelling necessity, that is travelling light (“pack light and flight”), carrying just a few versatile items (“take flexible style necessities”): the brand recommends different outfits according to different destinations and purposes: “pure shores”, “urban development” and “seeing green”.
Avenue 32 Packing a great summer holiday campaign

Esprit runs with a more editorial style: its email shows three possible locations (Ibiza, Sweden and the French Riviera) and corresponding outfits, suggesting an app to download to stay up-to-date on new arrivals, even on holiday. The different destinations are related to particular occasions, suggested by the snap-shots: a beach-party, outdoor activities, exclusive poolside relaxation… very inspiring, of course.

Esprit Cut Packing a great summer holiday campaign

Concerning cosmetics and well-being, Caudalie promotes –as do many competitors – flight-friendly packages: a significant plus that is well worth recommending during summer. Clarins proposes specific kits for various surroundings (seaside, city, countryside, mountains) and goes beyond, offering a real packing-guide (“Clarins help you to prepare your summer bag!”).

Caudalie Packing a great summer holiday campaign

Another brilliant example of a holiday shopping guide comes from Chronicle Books, who exploit this contact opportunity to claim that “Your passport needs more stamps”: following this a wide range of books, maps and lovable pocket-cards for children unfold. But consumer electronics and personal gadgets too are suited for this kind of campaign.
ChroniclesBooks Cut Packing a great summer holiday campaign

In addition to the shopping guide, showing overseas stores – as Joules does – is a smart move during the holiday season. It also allows users to leave their vacation address, so as to get their purchases abroad too.
Joules Packing a great summer holiday campaign

In conclusion, don’t forget those who stay at home; Office doesn’t, instead providing two different options: “Shop vacation” & “Shop staycation”.

Office Packing a great summer holiday campaign

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