Travel company WeRoad has launched its first-ever international out-of-home (OOH) campaign, displaying more than 3,700 ads across London.
The news comes months after the travel brand launched two guerrilla marketing campaigns, one involving missing exotic animals and one that saw the brand give out 22,000 fortune cookies.
The ‘Grab Your Backpack’ campaign features a range of creative, developed internally by the WeRoad team, led by chief marketing officer Fabio Bin, and executed in London by UK Marketing Manager Justyna Chlopecka.
Taking over the capital, the OOH push plays on millennial language and humour and hopes to drive individuals to create new travel experiences with strangers. According to WeRoad, the brand’s key USP involves getting solo travellers together for the experience of a lifetime.
Across London TfL tube network, commuters will be met with selfies taken by WeRoaders themselves on trips to Thailand, Nepal, Peru, Cuba, Turkey, Iceland, Jordan, Canary Islands, and Morocco. Also featured in the second carriage of every Underground train is a range of copy-led ads using online slang – ‘DTF? Down to fly, far far away?’ – and relatable scenarios – ‘Successfully planning a trip with friends is like saying “Tonight I’m only having one”’.
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“2022 was a strong year for WeRoad, as we expanded our services to the UK, followed by France and Germany towards the end of the year,” WeRoad co-founder and chief marketing officer, Fabio Bin, said. “And what better way to follow that up than an informal introduction – and reintroduction in some respects – as to who we are and what we do.
“Being a community-driven travel brand, it was a no-brainer to use real group selfies captured by WeRoaders to highlight exactly who we are; a community of solo travellers who want to see the world while making new connections.”
WeRoad UK marketing manager, Justyna Chlopecka, added: “As with any international campaign, ensuring that we are relevant within each market without losing the essence of the brand can be quite tricky.
“Crafting this campaign for the UK market has required a unique understanding of what works – both in terms of ad formats, as well as language and imagery. Thankfully we developed various different creative routes to fit within this one campaign, providing the space to explore ways of approaching our audience. If anything, this campaign is the perfect way to formally introduce ourselves to the British public on a wider scale.”
