Explore Worldwide launches TV ad ‘challenging’ typical traveller profile

Escorted tour operator Explore Worldwide has launched a television advert which it says “challenges” the typical profile of a traveller.

The advert shows a mother, Kate, and her daughter, Mia, in their kitchen when a taxi pulls up outside their home.

Kate then gets up, reminds Mia to be careful and look after herself, and tells her to feed their family pet, named Pebbles, which “provides a little twist”. She then gets in the taxi herself to head off to the airport to go travelling.

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Michael Edwards, managing director of Explore, said: “The ad challenges the norm of teens and young adults being the ones exploring the world and having these big adventures. We are a really inclusive company and know that travellers in their 40s, 50s and older are adventurous and travelling in great numbers.”

Three versions of the advert will run across the Sky network including Sky Atlantic and Sky Arts, and terrestrial channels including Channel 5, from August 5.

“We’re delighted to launch this TV ad at a time when there still aren’t many travel brands out there making a big noise,” continued Edwards.

“Since the beginning of the year, when travel really started to return, we’ve been intent on really investing in our marketing and brand to remind people of the opportunities and excitement of adventure travel.”