Personal Touch

Liberty Travel puts a human face on its services in a new print campaign by Blum Ellenson.

The effort, which broke recently, seeks to show how the travel agency is dedicated to providing exemplary service and vacations that suit customers’ needs.

One ad features comments attributed to Kay Howard, a Liberty Travel agent in Philadelphia. “Vacation packages come in all shapes and sizes,” it reads.”Finding the right one for my clients, that’s what I do best.” Howard stands proudly beside the copy; underneath are listings of featured travel packages.

Ads use the new tagline, “Where travel begins.” The effort, shot by photographer William Coupon, attempts to differentiate the client from “faceless travel agents,” while touting Liberty Travel’s agents as author ities on the wealth of travel info available, according to Richard Ellenson, president of the New York shop.

“We wanted to position Liberty Travel not only as a repository for that information, but also as someone who will help you sift through that information,” he said.

The campaign comprises about a dozen ads, which are running in newspapers along the East Coast.