WeRoad’s first-ever international OOH campaign has gone live across six key European cities with more than 6,700 ads.
The pan-European campaign motivates travellers to explore the world with a new crew of friends. Certainly a more sanitary way of making new connections.
The campaign is now live in London, Rome, Milan, Madrid, Barcelona, and Paris.
The company said it has developed two creative routes for the pan-European campaign based on the stage of development for each market.
Markets where WeRoad is a new entry – UK and France – focus on the brand’s USP of travelling far away while meeting new people through its ‘Grab your backpack, we’ll bring new friends’ creative.
In more established markets – Italy and Spain – the travel brand’s creative centres on specific adventures travellers can experience on its trips, asking ‘Have you ever done…?’.
The above-the-line activity also marks the travel experts’ first OOH advertising push in the UK, with more than 3,700 ads visible across London.
The ‘Grab Your Backpack’ campaign features a range of creative, carefully crafted in-house by the WeRoad marketing team.
The company said the campaign was developed with the intention of playing on millennial language, humour and drive to create new experiences with others.
Across key London tube stations, commuters will be met with a mix of 48 and 16-sheet cross-track ads, as well as 12 and 4-sheets in key station tunnels.
The ads feature group selfies taken on WeRoad adventures by WeRoaders themselves on trips to Thailand, Nepal, Peru, Cuba, Turkey, Iceland, Jordan, the Canary Islands, and Morocco.
Inviting commuters to ‘Grab your backpack, we’ll bring new friends’, these creatives are focused on “bringing to life a selection of WeRoad’s trips” and highlighting the brand’s USP of bringing solo travellers through its travellers.
The entire campaign has been developed internally by the WeRoad team, led by CMO Fabio Bin, and executed in London by UK Marketing Manager Justyna Chlopecka.
Beyond developing and producing the creatives, WeRoad was also responsible for purchasing media space for its first above-the-line multi-market campaign.
Fabio Bin, CMO and Co-Founder at WeRoad, said: “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.
“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.
“Our debut in London is a huge milestone for the brand. With its diverse population and internationally recognisable public transport, we had to go all out and truly take over the city, getting in front of millennial travellers from all over the world.
“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.
“Teamed up with our tongue-in-cheek copy, ‘Grab Your Backpack’ has been the perfect introduction to WeRoad during a crucial year for the business.”
To find out more visit: weroad.co.uk
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