Tuesday,  November 29, 2022  12:06 pm

Q&A: What does Sunwing mean by “More, More, More?” CMO Samantha Taylor explains

Q&A: What does Sunwing mean by “More, More, More?” CMO Samantha Taylor explains
Samantha Taylor, chief marketing officer, Sunwing Travel Group. (Supplied)
Michael Pihach

Michael Pihach is an award-winning journalist with a keen interest in digital storytelling. In addition to PAX, Michael has also written for CBC Life, Ryerson University Magazine, IN Magazine, and DailyXtra.ca. Michael joins PAX after years of working at popular Canadian television shows, such as Steven and Chris, The Goods and The Marilyn Denis Show.

More value, more experiences.

That’s the message behind a new creative campaign Sunwing launched on Thursday (Oct. 13) entitled “More, More, More,” which hones in on what customers “really want” from their all-inclusive getaways.

The vibrant commercial, reflective of the carefree vibe of the 1970s (and appropriately set to the 1976 disco hit “More, More, More” by Andrea True Connection), aims to show how Canadians can “do more, explore more and celebrate more in destination.”

While Sunwing has always maintained an element of fun in its marketing, the ad spot represents a reimagining of the tour operator’s value proposition and brand persona as it responds to a changed marketplace shaped by eliminated COVID-19 border measures and travel-ready Canadians.

Sunwing's new campaign hones in on what customers “really want” from all-inclusive getaways. (Sunwing)

“With so much change over the past two years, it was important for us to listen to our customers and find out what matters most to them as we prepared for our winter season,” Samantha Taylor, chief marketing officer at Sunwing Travel Group, said yesterday.

READ MORE: Sunwing’s catchy new ad promotes “More, More, More” value, experiences

The campaign launches almost one month after Sunwing announced à la carte airline pricing aimed at reducing costs for customers by ensuring they pay only for services they want and need.

What does Sunwing mean, exactly, by offering customers More, More, More? PAX followed up with Taylor to get all the answers.


PAX: What's driving the market's desire to "get more" from an all-inclusive vacation? 

Samantha Taylor (ST): Coming out of the past two-plus years, there’s a strong desire among Canadians to maximize their time on vacation, and soak up as much of the destination as possible. This includes doing more, experiencing more and celebrating more – the perfect recipe for a truly unforgettable vacation experience, and we’re proud to be able to overdeliver on that at Sunwing.

PAX: Sunwing’s new campaign emphasizes value. What does this say about the direction Sunwing is going? How does Sunwing define the word "value." 

ST: Value is not just about price – it’s about price and MORE. We are already well known for offering accessibly priced all-inclusive vacations and that will not change. But value also goes beyond price – it’s about the experience you get when you travel with Sunwing, and the excitement and energy that comes with doing more on your hard-earned getaway. Sunwing offers over 700 top-rated hotels and resorts down south, along with more than 100 top-ranked excursions across 30-plus destinations. When customers travel with us, they are getting more at every step.

PAX: The cost of travel is going up. How is Sunwing tackling this issue and staying competitive? 

ST: Offering more affordable travel has always been in our DNA and that will not change. Although inflation is a growing concern for Canadians, it has only served to reinforce that our value proposition is very important. Canadians want value, and that includes not only price but opportunities to do more, experience more and celebrate more in destination.

PAX: On promising more value and experiences: is Sunwing changing the way its packages are built? Is the company introducing new products or services? 

ST: We are continuously innovating to provide customers with greater value and experiences. Our new positioning is all about helping Canadians save on upfront costs so they can really unlock the most value while in destination. With that in mind, we are always looking for ways to evolve our products and services to better serve our customers and this includes looking at ways to offer more Sunwing-exclusive perks with our partner resorts, from discounts on spa packages to room upgrades, special offers for weddings and groups, and more!

PAX: In comparing 2019 to now, what's changed about the way sun vacations are marketed and sold?

ST: After a difficult few years, Canadians are craving experiences more than ever before. They want to have fun, enjoy life and soak up as much as they can while on vacation, from trying out different excursions to taking advantage of room upgrades, indulging in spa treatments – and more.

PAX: What's your advice to travel advisors as the winter season rolls in? 

ST: Demand for travel is surging, and we are already seeing capacity increase by more than 140 per cent over last year. We value our relationships with travel advisors and know that our mutual customers rely on them for information on the best deals, resorts and destination tips. With demand for winter travel continuing to increase, we encourage travel advisors to help customers book their upcoming vacations in advance so they can unlock the most value on their next Sunwing vacation.


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