Sunwing’s new fall campaign is based around one of the most catchy songs ever written – “More, More, More” – so it is leaning into formats that get the tune into the ears of a wide demographic group.

The media buy, led by MediaCom, includes both radio and digital audio to reach an audience made up of both traditional vacation planners, as well as an emerging, younger target.

“We wanted to make sure we combined channels where we could have the song played,” Lisa Elliott, group account director at MediaCom, tells MiC.

“Our first approach was to look at radio as a way of extending our reach in major markets to make sure a broad audience was getting our message. A lot of our 35- to 50-year old target, and even those over 50, would be listening to radio.”

To hook an audience under 34, MediaCom added digital audio to the mix. “We know that the younger demographic are more and more interested in vacations due to the lockdown so we wanted to target them as well,” adds Elliott.

In addition, video spots that showcase the vibrant warm vacations that Sunwing provides will be placed in Cineplex theatres around key premieres, including Black Panther 2 and some Christmas movies.

“Right when it’s getting cold outside, moviegoers will see our sunny vacations and be prompted to book them,” Elliott adds. “This was our way of tapping into the renewed interest in cinema that we have seen across all demographics.”

While not as audio-centric, the agency also used strategic programmatic digital OOH to be nimble and move the inventory to support business goals and reach audiences that may not be exposed to radio or digital audio. These ads were placed in locations near and around airports Sunwing flies from, and where people are likely already thinking about travel.

The agency uses a performance campaign to close the gap and finish the transaction with customers after they are exposed to the brand’s channels.

“We are using a combination of search and social as well as programmatic banners, video and audio to reach the right customers across all our key demographics,” explains Elliott.

Finally, Sunwing has also launched an interactive social media contest where people can share their dance moves on TikTok and Instagram for a chance to win an all inclusive Sunwing vacation for two to Planet Hollywood Cancun in Mexico.

Conflict handled strategy and creative for the campaign.