The concept is everyday people who can't wait for Travelzoo's Top 20 (list of top travel and leisure deals) to be published, every Wednesday. This was an existing concept that we revived and polished.
We cast real Travelzoo Members (not models) to pose for the campaign within days of the photo shoot. Our original approach of using models was scrapped at the last minute. We brought many of these Travelzoo Members in from out of town for our shoot and took their measurements over the phone for styling. Everything seemed to come together perfectly. Could not have asked for a more perfect cast.
The fact that we used all Travelzoo members seemed to work very well. These members genuinely have " A Case of the Wednesday's" and could not have been more perfect for the campaign which has run in the New York Subway's.