Sunweb Deletes Fake Photos

Sunweb will be the first travel organization in Europe to stop using staged photos and videos in its advertising. No more meaningless images of exquisite beaches or fake families next to the infinity pool. Instead, Sunweb gives people the freedom to imagine their ideal holiday in a campaign for television, radio, online, print, and social media.

In Sunweb’s new campaign, no more staged photos and videos will be portrayed. Mattijs ten Brink, CEO of Sunweb Group, said: “A holiday is so much more than sun, sea and snow. What’s incredible for one person is a ‘no, thank you’ for the next. So we’re literally giving space for personal interpretation because your ideal holiday is so much more beautiful than any advert.”

“Stop parroting the rest”
Travel organizations all use the same kind of images in their advertising, which means that consumers find it hard to distinguish between campaigns. Ten Brink explained: “This campaign achieves a radical breakthrough by not parroting other travel campaigns and allowing people to imagine their own ideal holiday. Close your eyes and picture your ideal holiday. That’s when the holiday vibe really begins.”

Sharing recognizable imperfection with the Netherlands, Belgium and Denmark
Even much-loved holiday photos and videos rarely fit into the clichéd imagery favoured by most travel organizations. Ten Brink said: “The most beautiful memories are often created with too little light or without a recognizable holiday location. But these photographs immediately evoke a special memory of that holiday. We will share those recognizable, imperfect and yet so significant images with the Netherlands, Belgium and Denmark. We have already received many special memories from customers. These true stories convey a real holiday feeling and demonstrate how unique a holiday can be.”

Sunweb’s “more beautiful than advertising” campaign starts on December 15th.