Thomson Holidays is to break rank with other operators and launch its biggest ever £5m TV advertising campaign in October instead of during the traditional post-Christmas booking period.
The company's first ever 90 second ads will launch this weekend during X Factor.
Thomson described the pre-Christmas TV campaign as "a bold move" as the industry traditionally kicks off its new campaigns at the turn of the year.
It said the campaign, creative directed by BMB's Trevor Beattie, moves away from traditional holiday advertising and uses rousing imagery and music to emphasis the importance of spending quality time with loved ones.
Thomson head of marketing Jeremy Ellis said: “This campaign is the biggest and boldest Thomson has ever embarked on. Our ad is an emotional, thought-provoking experience that will hopefully prompt those watching to remember what it is like to get away from it all with the people they are closest to and to associate Thomson as the only brand to truly provide it.”
The new campaign will feature across TV and cinema, outdoor, online and national press ads from October 22 to May 2012.
By Linsey McNeill
