Manchester, 13th May 2024: WeRoad, the adventure travel brand bringing solo travellers together for once-in-a-lifetime adventures, has launched its first-ever Manchester-focused out-of-home (OOH) advertising campaign. 

Through witty copy appealing to its target demographic and UGC content showcasing real customers, WeRoad’s Manchester marketing campaign aims to inspire travellers to embrace adventurous group exploration with new-found friends.

Since WeRoad’s successful UK launch in 2022, the company has created four OOH campaigns in the UK. This will be their first campaign in Manchester and from May 6th until 19th, the brand’s eye-catching “Once in a Lifetime Adventures” OOH advertising campaign will dominate 239 high-visibility locations across the city including bus stops, tram stops, pedestrian walks, roads, and train stations in a combination of static and digital formats; 4 sheet, 6 sheet, 6 digital sheet, and 48 sheet. 

The high-impact, citywide marketing blitz cements WeRoad as a major force in the UK travel market after last year’s major London campaign. As the disruptive travel brand scales across Europe, the campaign celebrates WeRoad’s community of thrill-seeking explorers. The vibrant OOH ads showcase the cool user-generated photos from WeRoad’s small-group trips around the globe. Selfie-style shots immerse viewers in destinations like the Pyramids of Giza, the jungles of Sri Lanka, the peaks of Patagonia, and the Sahara Desert. Playful taglines like “Ever hiked through the land of fire?” and “Ever travelled through time?” culminate with the call-to-action: “Have you ever done a WeRoad?”

“Following our successful London campaign and growth in the UK, we’re thrilled to take over Manchester and introduce our ‘once in a lifetime’ travel experiences to the local community,” said Fabio Bin, CMO and Co-Founder at WeRoad. “Our real traveller photos highlight the unique, bucket-list adventures that await with WeRoad, offering a glimpse into our incredible journeys and community values.”

Fabio Bin continued, “Our debut in Manchester is a huge milestone as WeRoad expands across the UK. As the coolest city in the north,  Manchester presented an ideal opportunity for us to connect its diverse population and ambitious travellers. We knew we had to go all out and truly immerse ourselves in the adventurous spirit of the city, capturing the attention of adventurous explorers seeking authentic and engaging travel experiences.”

Beyond OOH ads, the “Once in a Lifetime Adventures” push includes:

• WeRoad’s own signature events “WeMeets” in local bars and pubs across the city.
• Surprise intimate music concerts in partnership with global music community Sofar Sounds 
• Weekly outdoor yoga sessions with The Wellness Hub to integrate with the community 
• A ‘WeRoad takeover’ at Kampus, one of the coolest hang-out spaces in the city for the summer with live music, activations, drinks and entertainment.

CAMPAIGN CREDITS

Creative development: WeRoad in-house marketing team

Pictures: WeRoaders IRL

UK media buying: Justyna Chlopecka, UK Marketing Manager

Chief Marketing Officer: Fabio Bin

Media space provider: JCD, Global