Shearings puts driver at heart of new TV advert

Shearings has placed one of its drivers at the centre of its new TV advertising push.

Gary Thacker, a Shearings coach driver for over 25 years, is the focal point of the 30-second advert, which is targeted at the over-60s market, noting the experience of its drivers, who also act as guides.

“Our drivers are Shearings, and make your holiday the best,” the ad says while also promoting a £1 deposit offer and including a call to action for travel agents.

Yorkshireman Thacker worked for Shearings under its previous ownership and was retained when the brand was rescued by Leger Holidays. Once domestic travel resumed Gary began driving again for Shearings’ UK tours.

Former competitor Leger Holidays predominantly sold European coach holidays and said its post-lockdown UK tours via the Shearings brand were “a resounding success”.

Leger Shearings Group’s marketing manager Caroline Thorpe said: “We’re so excited to be back on TV with our brand-new commercial – we’ve seen a phenomenal response so far, from both existing and new customers, which is fantastic.

“Our drivers are such an integral part of all our holidays – and often the reason our customers re-book time after time – so it was important for us to communicate that in our ad, which also features some of our most popular UK destinations.

“Gary is a familiar face and well-liked by Shearings’ customers, so he was an easy choice to be the face of our new TV ad and, in turn, our upcoming marketing activity – we’re sure he can handle his new-found fame!”

The commercial, produced by the JMS Group from an Accord Marketing concept, began airing over the Christmas break, across ITV, Channels 4 and 5 and on about 30 Sky channels.