Celebrating remarkable holiday experiences with Uncommon Holidays

Developed by McCann Bristol, Brittany Ferriews has launched a bold new creative platform, ‘Uncommon Holidays’, across the UK, Ireland, France, and Spain. It celebrates the rare, quirky, and unforgettable holiday experiences that set its journeys apart.

The multi-channel campaign taps into the insight that Brittany Ferries’ audience seeks off-the-beaten-track adventures as opposed to unremarkable ‘cookie-cutter’ package holidays.

This concept is backed by McCann Truth Central’s recent global study, Truth About Escapism, which surveyed over 16,000 people and found that 89% of Europeans believe it's important to travel and experience how different people and cultures live, while 82% of Brits consider travelling the best form of escape.

Rooted in Brittany Ferries’ independent spirit, ‘Uncommon Holidays’ showcases how travel is about connection - especially through language. By creatively playing with words, it brings to life ‘uncommon phrases’ - expressions you won’t find in a typical phrasebook - to inspire fresh, unexpected travel experiences along Europe’s west coast.

McCann’s campaign will run across TVC, VOD, Cinema, and OOH, alongside radio, podcasts, display, social, and search.