TORONTO — Sunwing Vacations’ new winter campaign is challenging travellers to think about their next sun getaway in a different light.

Both funny and relatable, the ‘Save More, Do More’ creative commercial taps into the various travel personas that emerge when Canadians embark on their sun vacations, from the “sunscreen denier” to the “treetop skimmer.” Directed by award-winning director Benji Weinstein, the commercial invites Canadians to uncover their own persona in order to maximize their time in paradise.

“Since introducing Sunwing Vacations’ new value proposition and whimsical brand personality last season, our teams have dedicated the last year to engaging with our customers to gain a deeper understanding of their diverse travel styles and preferences so we can continue to evolve alongside them,” said Samantha Taylor, Chief Marketing Officer at Sunwing Vacations Group.

“In an increasingly competitive market, we’ve learned that our success comes from being distinct and our latest winter campaign, one rooted in relatable humour and optimism, is a true representation of how we’re continuing to build on our brand identity. We’re telling the story that leisure and all-inclusive travel goes beyond what’s familiar, and showing how our customers can save more and do more with us,” added Taylor.

The creative concept for the campaign was spearheaded by Sunwing’s creative agency, john st., in collaboration with Sunwing’s in-house creative team. The commercial spot is being broadcasted on specialty channels in Toronto and Montreal, radio, out-of home, social media, digital video and a cinema buy with commercial placements at Cineplex theatres this fall. Plus, there are engaging content partnerships with creators, most notably, Canadian media personality, comedian and mom Jessi Cruickshank, who represents the vacationing families that are core to the Sunwing brand. 

News of the winter campaign comes on the heels of Sunwing’s latest survey, which uncovered how Canadians prefer to maximize their time while on vacation. Of the 1,504 Canadians surveyed, 27% consider themselves “max relaxers,” 28% are “reserved vacationers”, 22% are “adventure hunters,” 12% are “sun-seekers” and 9% are “social butterflies.”