Breaking out of the traditional coach holiday.
Shearings Holidays has a loyal customer base, but it needed a way to reach new and younger travellers. Mini-Breaks was a new range of short, affordable breaks built for exactly that, and I created the campaign identity to launch it.
My Role
Designer
Tools
Illustrator, Photoshop, Figma, After Effects
The Brand
Shearings Holidays
The core brand performed well with existing customers, but growth from first-time bookers had stalled. Mini-Breaks needed to feel fresh and different from a traditional coach holiday, while making its selling points clear straight away: three-day breaks at a lower price, no more than seven local pick-up points, and trips built around popular shows and events.
The Challenge
The logo set the tone. The breakout style uses a single line breaking free of a circle, signalling a quicker, more direct alternative to a traditional coach holiday. That line runs through campaign visuals, framing the imagery and tying the range together.
Ease was the message throughout. A relaxed script font with two dots nods to the direct route, and each ad carries colourful corner tabs, some listing the nearest pick-up points for that area. Customers can see at a glance that a break starts close to home.
The headline acts did the heavy lifting to grab attention. Putting well-known shows like Tina Turner and ABBA front and centre gave people a reason to stop scrolling and a clear reason to book, especially on upper-funnel paid social and search, where the aim was to reach people who had never heard of Shearings.
The Approach
The Impact
Mini-Breaks has become one of Shearings’ strongest ways of reaching new customers, with most bookers coming to the brand for the first time. Paid social has consistently beaten its return on ad spend target.
70% new customers
7.8 average return on ad spend
+85% growth vs 2024
