Giving Shearings the rockstar treatment with a new TV commercial
Creative Studios | Travel
Results
33%
increase in response rates
218%
uplift in brand share of voice
15%
increase in overall sales
Reigniting Shearings' appeal through bold creative
Shearings, a beloved name in escorted travel since 1919, needed a critical relaunch after being rescued from administration. Our integrated campaign, led by a standout TV commercial, delivered an impressive 218% jump in brand share of voice and a 15% increase in sales – steering them to renewed success.
Shearings needed to reintroduce itself to a new generation of travellers while reconnecting with its loyal base. Our mission was to reignite the brand with a bold, memorable creative that would signal transformation, while staying true to its roots. And we delivered above and beyond.
The challenge
Following its rescue from administration in 2020, Shearings, a beloved name in escorted travel since 1919, faced the challenge of reintroducing itself to a new generation on travellers while reconnecting with its loyal customer base. Our mission was to reignite the brand with a bold, memorable creative that would signal transformation, while staying true to its roots.
The solution
Through advanced neuromarketing research, we uncovered over 50 million subconscious data points to determine exactly what Shearings customers value most: simplicity, comfort, and peace of mind. This deep understanding inspired our new brand positioning: ‘Hassle-Free Holidays’.
The integrated campaign, spearheaded by a standout TV commercial launched in January 2025, aimed to increase brand awareness and drive direct response, including enquiries, web traffic, and crucially, bookings.
We brought the Shearings' transformation to life through a humorous and emotionally resonant story featuring Johnny Shear, a faded rockstar who seems to be back on tour. But a phone call from his wife breaks the illusion – he’s not on a tour bus, but on a serene Shearings coach holiday.This unexpected twist mirrors the modern travel experience Shearings offers – a journey from chaos to calm, from tour life to tour luxury. It playfully subverts expectations, capturing attention while delivering our core message: relaxing, hassle-free escapes with character.
From storytelling to cinematography, every element reinforced our revitalised brand. The final scenes showcase epic UK landscapes and inviting destinations – tangible proof of the new Shearings experience.
What Shearings gained
Launching on 6 January 2025 across major UK channels, the 'Rockstar' TVC ran across 1186 slots and captured audience attention nationwide.
The impact was immediate and exceptional, with response rates soaring by 33% compared to the previous year. Shearings' brand share of voice in the touring sector also saw a remarkable 218% uplift in just one month. Unprompted awareness also surged, with the ad generating buzz far beyond traditional expectations for travel TV.Direct calls to action in the campaign drove tangible results: web traffic increased by 19%, call conversion rates improved by over 25%, and most importantly, Shearings experienced a 15% increase in sales, with new customer revenue up by 39% year-on-year. Not only confirming the brand's successful return, but its resonance with a broader, younger audience.
We needed a new TV creative that would increase unprompted brand awareness and improve brand awareness in general. However, the neuromarketing research gave us the confidence to be much braver than we would otherwise have been, and we’re delighted with the results.
Liam Race, CEO, Leger Shearings Group
The challenge
Following its rescue from administration in 2020, Shearings, a beloved name in escorted travel since 1919, faced the challenge of reintroducing itself to a new generation on travellers while reconnecting with its loyal customer base. Our mission was to reignite the brand with a bold, memorable creative that would signal transformation, while staying true to its roots.
The solution
Through advanced neuromarketing research, we uncovered over 50 million subconscious data points to determine exactly what Shearings customers value most: simplicity, comfort, and peace of mind. This deep understanding inspired our new brand positioning: ‘Hassle-Free Holidays’.
The integrated campaign, spearheaded by a standout TV commercial launched in January 2025, aimed to increase brand awareness and drive direct response, including enquiries, web traffic, and crucially, bookings.
We brought the Shearings' transformation to life through a humorous and emotionally resonant story featuring Johnny Shear, a faded rockstar who seems to be back on tour. But a phone call from his wife breaks the illusion – he’s not on a tour bus, but on a serene Shearings coach holiday.
This unexpected twist mirrors the modern travel experience Shearings offers – a journey from chaos to calm, from tour life to tour luxury. It playfully subverts expectations, capturing attention while delivering our core message: relaxing, hassle-free escapes with character.
From storytelling to cinematography, every element reinforced our revitalised brand. The final scenes showcase epic UK landscapes and inviting destinations – tangible proof of the new Shearings experience.
What Shearings gained
Launching on 6 January 2025 across major UK channels, the 'Rockstar' TVC ran across 1186 slots and captured audience attention nationwide.
The impact was immediate and exceptional, with response rates soaring by 33% compared to the previous year. Shearings' brand share of voice in the touring sector also saw a remarkable 218% uplift in just one month. Unprompted awareness also surged, with the ad generating buzz far beyond traditional expectations for travel TV.
Direct calls to action in the campaign drove tangible results: web traffic increased by 19%, call conversion rates improved by over 25%, and most importantly, Shearings experienced a 15% increase in sales, with new customer revenue up by 39% year-on-year. Not only confirming the brand's successful return, but its resonance with a broader, younger audience.
Shearings needed to reintroduce itself to a new generation of travellers while reconnecting with its loyal base. Our mission was to reignite the brand with a bold, memorable creative that would signal transformation, while staying true to its roots. And we delivered above and beyond.
