Sunwing is making its first big public push in a post-pandemic world, urging travelers to get “more” out of travel.

It’s latest campaign, “More, More, More” features sun, sand, frilly drinks and beachside choreography.

“We want to show Canadians what a vacation feels like, not necessarily what it looks like,” says Samantha Taylor, CMO at Sunwing Travel Group. She says the spot hones in on what customers really want on their all-inclusive getaways: more value and experiences. The approach, she says, is both more youthful but also nostalgic and capturing the feel of a rewarding vacation, especially after lengthy lockdowns.

Taylor tells strategy vacation package choice is often informed by the desire to show value, and that it’s challenge is about making value mean more than just price.

This insight was informed by customer feedback revealing that people are experience hungry, and looking for ways to upgrade and add on excursions, such as the dune buggies featured in the spot.

According to Taylor, Sunwing is known for being one of the country’s largest provider of hotels and resorts in the Caribbean and Mexico, but that its target also needs to know it has top rated excursions and an in-destination management company to help customers organize them. These attributes, plus offering a big roster of direct flights, is part of its “more” value proposition.

The campaign, by agency partner Conflict, with paid media by Mediacom, includes radio, out-of-home, social media, digital video and a cinema buy with commercial placements at Cineplex theatres this fall.

“We want to make sure we have as much mass appeal as possible,” Taylor says, and that Sunwing’s target audience is looking for carefree, turn-key, frictionless and easy vacations. “We service two million Canadians every year, so we have a huge variety in our customer base,” she says, although it has a sweet spot with female decision makers for family vacations.

Sunwing is also doing an interactive social media contest where constituents can share their best dance moves on TikTok and Instagram for a chance to win an all inclusive vacation for two to Planet Hollywood Cancun in Mexico.

“It’s probably the first time our contesting has been grounded in music and dancing,” Taylor says, playing off the campaign earworm, and the eponymous 70s disco hit, “More, More, More.”

Conflict started working with the Sunwing brand in the summer of 2020. Taylor first established her relationship with the shop during her six-year tenure at Indigo, which included senior marketing and CMO posts. Sunwing and Conflict had done some brand work while the “jets were off,” and it did the “under our wing” rebrand.

Ad spend is in line with pre-pandemic spend.

This part March, WestJet announced plans to acquire Sunwing Vacations and Sunwing Airlines to bolster the airline’s leisure business and maintain its position in the low-cost travel market. The deal is pending regulatory approval by Transport Canada and the Competition Bureau, expected in 2023.