Virgin Holidays will launch live television adverts during the X Factor this Saturday.
The tour operator described the campaign as its ‘most ambitious’ yet and said it was part of its ethos of challenging rules and convention.
“We challenge ourselves daily to be brave, to try new things and most importantly to have fun while doing it. This attitude is core to our DNA,” said Virgin Holidays head of brand, consumer marketing and reputation Jay Kossifos.
Claire Cronin, vice-president of customer and marketing, added: "If you’re spending your Saturday night on the couch, or trudging to work on the Underground, and we’re able to show you the wonderful adventures thousands of other people are enjoying with us at that very moment, we’re confident it will strike a chord.”
The 60-second ads will see 90 production crew film simultaneous scenes of holidaymakers in 18 different destinations, from surfing in Hawaii to snorkelling in Barbados.
The ads will be shot and edited live, and production crew can flick to other locations if anything goes wrong.
The ads are part of a six-week campaign titled ‘Seize the Holiday’, replacing the company’s ‘Unleash your mojo’ campaign.
The campaign will also make use of Facebook Live and YouTube and other social media.
