Shaken & Stirred - Influential Brand Profiling and Positioning

Rough Guides launch its first ever cinema campaign with their own ‘rough guide’, Ricky

Meet Ricky, the sort of rough guide that you wouldn’t want to be taking travel advice from. Ignorant, parochial and generally obnoxious; Ricky will be offering his own breed of advice to travellers across cinemas from 25th January as part of Rough Guides new ad campaign.

A nationwide 30 second cinema campaign will introduce Ricky to new and existing Rough Guide consumers. The cinema ad will be preceded by a teaser campaign launching via YouTube and Rough Guides social media with further travel tips and video advice from Ricky.

Watch the video

Launching Rough Guides first ever cinema/TV advertising campaign this new tongue-in-cheek direction for the brand will highlight the importance of Rough Guides ‘tell it as it is’ style but one that, unlike Ricky, is factually correct.

As well as advertising the Rough Guide books, Ricky will be pushing traffic to which has been given a total revamp and launched 22nd January.

The new site aims to be:

  • Inspirational and visual, a place where readers can dream about and plan their travels
  • A place for Rough Guides to engage with their readers, and for readers to engage with each other, via the community forum, blogs, personal profiles, topical features and updates
  • A much improved brand experience and shop front for our products. The site will inspire and encourage readers to take a Rough Guide with them on their travels
  • Flexible, easy to build on and update, so content can be kept fresh, exciting and current

There is virtually no advertising on the site other than a few links to brand partners such as Hostel Bookers. The focus is on building brand presence and consumer engagement.

This is just the start for the Rough Guides site; there will be 40 destinations initially with new features, new functionality, and new destinations being added regularly.

Ricky will have his own presence on the site and will be answering any questions via the site should anyone wish to gamble on his advice.

The cinema campaign runs from 25th January for two weeks.

For a sneak peak of the ad :



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