Leeds independent agency, Boutique, has been appointed by premium hotel and events brand, De Vere, to support the media planning and buying for its biggest ever above the line advertising activity.
The campaign, created by SUPERSONIC, is built around the creative platform ‘You. Are. Here.’ – an invitation to leave everyday life behind and fully step into the moment, whether that means a countryside stroll, a romantic break, exploring with the family or simply enjoying the rare luxury of time away from it all.
Boutique will deliver a multi-channel media strategy designed to drive awareness and consideration across both leisure and business audiences. Activity includes TV ad pause placements on Channel 4 during travel-related programming, alongside high-impact out-of-home advertising, including blanket takeovers of ad panels across major London Underground stations.
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De Vere operates eight distinctive UK hotels and venues, many set within historic estates, including the Cranage Estate on the South Manchester/Cheshire border. The brand combines characterful settings with modern comforts, serving both leisure guests looking for memorable UK escapes and business audiences seeking high-quality meetings, events and conference spaces.
Steph Feather, head of media at Boutique, said: “De Vere has a brilliant proposition: beautiful, characterful places that work just as well for a proper countryside escape as they do for meetings and events with a bit more soul. This campaign gives the brand a distinctive yet flexible platform that’s ideally placed to show up in a memorable way across multiple formats.
“Our job at Boutique is to make sure that work lands in the right places, with the right audiences, at the right moment. Launching De Vere’s largest multi-channel plan to date is a major step for the brand, and pairing that with OOH including high-impact London Underground takeovers gives the campaign proper visibility when people are already thinking about where they want to go next.”
Hannah Moore, Senior Strategist at SUPERSONIC, added: ”Working with Boutique, we have a media plan that feels like a natural extension of the creative idea and overall strategy. Reaching busy London commuters during hot, hectic days, the ‘You Are Here’ message really resonates, offering a moment to pause, switch off, and picture themselves at De Vere.”
