Plum Guide launches macabre travel campaign
If you’re going to die soon, you might as well take a holiday.
We’re used to seeing inspiring, motivating and aspirational travel campaigns, replete with palm trees, impossibly beautiful people and endless blue skies.
But a luxury UK travel company is playing on our collective fear of dying in the hope of convincing us take a holiday, before it’s too late.
Plum Guide has unveiled its new outdoor advertising campaign, calculating the number of holidays a person might still be able to take assuming they kick the bucket aged 80.
“If you’re 52, you have about 28 holidays left,” one ad reads. “Let that sink in … We’re on this Earth for a very short time. Life is precious, and our holidays should be too.”
It’s not looking good if you’re already over 80, with one ad informing you you’re already in negative territory.
The company, which is marketed as a more elevated, curated alternative to Airbnb, offers a holiday matchmaking service and reviews each property before listing to ensure it meets a list of 150 criteria including Wi-Fi connectivity, design elements and shower pressure and is among the “top 3 per cent in each price bracket” for quality.
“Holiday disappointment is all too real, 60% of customers feel let down with their choice of holiday accommodation and 90% feel that they should have done better,” Ali Lowry, Plum Guide chief brand officer said.
“Our new campaign is a punchy reminder to make every holiday count because, who knows, it could be your last.”
The campaign was created by Stink Studios, an advertising company which has worked with brands such as Nike, Peloton and Mailchimp.