TV CAMPAIGN · CREATIVE BRIEF · OCTOBER 2026
The Art of the Journey.
THE BRIEF IN ONE LINE
Everyone has learned to write off the journey. Leger makes it the best part of the holiday.
01 · THE AMBITION
Make Leger the first name people think of for premium European coach touring.
Higher value
More affluent travellers, spending more per booking. Average selling price up 30–40%.
Clear distance
Shearings is the value end. Leger is the premium end. Nobody should mistake one for the other.
Built to last
A platform that runs for three to four years, not a single film.
02 · THE AUDIENCE
Curious, independent, well-travelled, and around 50 to 70.
They’ve flown all over Europe and 40.6% have cruised in the last three years. They pay for quality and love discovering places. A third still work full time, and about 30% of Leger passengers travel solo, mostly women.
- They don’t reject coach touring. They’ve just never pictured it as their kind of holiday.
- And they’ve put up with the same journey as everyone else: the queue, the gate, the transfer.
- Existing Leger customers need to see the brand they love, looking even better.
03 · THE INSIGHT · 1 OF 3
THE HUMAN TRUTH
People travel to feel wonder. They want it from the moment they leave home.
79.7% say holidays are all about exploration and discovery. 70% want hidden gems and the road less travelled. Wonder isn’t only found at the destination.
03 · THE INSIGHT · 2 OF 3
THE CULTURAL TRUTH
Modern travel has turned getting there into an ordeal.
The 4am alarm, the security queue, the delay. We’ve learned to write off the journey as the price of the holiday. One participant summed up the alternative: “The journey is as important as the destination.”
03 · THE INSIGHT · THE EVIDENCE
People don’t fear the coach. They fear more dead time.
62.8%
say long hours on a coach would put them off. It isn’t the coach they object to. It’s the idea of hours lost getting somewhere.
60.2%
like the idea of travelling Europe without flying or airports.
77.6%
want a relaxed pace. “Not rushed” was the most repeated like.
And Leger’s sales have grown month on month since it started talking about travel without the airport.
03 · THE INSIGHT · 3 OF 3
THE STRATEGIC SWEET SPOT
Everyone else makes you survive the journey. Leger gives it back.
That’s The Art of the Journey.
04 · THE SINGLE-MINDED PROPOSITION
With Leger, the journey is the best part of the holiday.
Everyone else sells the destination and apologises for the journey. Leger has made getting there an art.
05 · WHY BELIEVE IT
The art is everything that happens between the places.
The view
Lumina’s glass roof and big windows. Europe overhead and alongside.
Interiors changed non-customers’ minds. Exteriors didn’t.
The hosts
Two drivers and a curator, who tell the story then step back.
60.2% chose the hosted route. It won every subgroup.
The route
The pass, not the motorway. The stop nobody else makes.
76.6% say a tour gives access to places they couldn’t reach alone.
The time that’s yours
Free time built in. Take the side street.
“A guide who knows when to step back.” The most echoed phrase.
05 · WHY BELIEVE IT
Why Leger, and only Leger, can say this.
A coach built for the view
Lumina has a glass roof, larger windows and more legroom. A step above Luxuria, which was already the coach customers talked about unprompted.
Three hosts on board
Two drivers and a dedicated curator on every Lumina tour, plus expert guides in resort. Crews are retrained every year.
The journey starts at home
Picked up from your door, luggage handled, no airport at either end.
Decades of route craft
Leger plans the roads, timings and stops behind every itinerary, including long, complex tours like a 19-day Eastern Europe explorer that rivals don’t run.
Time to yourself, built in
Free days and optional excursions are already in the itineraries, and from now on they’ll be shown in every itinerary.
Room on board
Fewer seats, individual screens and drinks on board. Every hotel is handpicked with the next day’s journey in mind.
06 · THE CREATIVE CHALLENGE
Make people envy the journey, not just the destination.
WE WANT THEM TO SAY
“I never realised there was a better way to travel.”
NOT
A product demo, a montage of European landmarks, or a generic luxury travel ad. A beautiful interior proves quality. It doesn’t create desire.
07 · GUARDRAILS
Premium, without pretension.
ALWAYS
- Make the journey the hero, with the passenger at its centre.
- Show the Lumina interior, in a place, moving through it.
- Show curious, capable people who chose this.
- Show more than one destination, connected by road.
- Keep it recognisably Leger for existing customers.
NEVER
- Claim luxury in words. Show it.
- Imply five-star hotels or a schedule of their own.
- Show anyone being helped, or a group being herded.
- Use “passion”, “escorted” or “cared for”.
- Make a TV ad that only works on TV.
08 · WHAT WE’RE ASKING FOR
One big idea that can travel.
01
A flagship TV film
The idea at full scale.
02
Shorter stories
Chapters of the journey for YouTube and BVOD.
03
Digital and on board
Social, and the screens on the coach itself.
A creative world that can show different journeys and destinations over three to four years, always about the art of getting there.
09 · WHAT SUCCESS LOOKS LIKE
People who never considered a coach holiday, wanting this one.
Only14.6%
know a fair bit about Leger today. Saga sits at 41.6%
62.8%
put off by time on the coach. This should fall fastest
+30–40%
target lift in average selling price
77%
customer satisfaction. It must not move
We’re not selling a better way to get there. We’re selling the getting there.
The Art of the Journey.
RESOURCES
Useful links.
- BRANDLeger Brand Guidelines 2026 (PDF)
- RESEARCHThe Art of the Journey: audience and research briefing (PDF)
- PRODUCTLumina brochure
- PRODUCTLumina coaches
- PRODUCTLuxuria coaches