Solmar Villas has launched a multimillion-pound advertising campaign, featuring its biggest push on TV, along with its first fam trip opportunity for agents.
The TV advert is described as a “humorous spy film pastiche” and uses the slogan ‘Licence to Chill’.
Open to all agents in the UK and Ireland, the fam trip incentive sees every Solmar booking made between January 1-February 28 being automatically entered into a draw.
Five spots are up for grabs for agents on a trip to take place in a location that is yet to be revealed.
The fam will give the group the chance to explore several Solmar properties and the service guests receive, as well as the destination.
The TV campaign, which aired from Boxing Day, was shot on location at the Katina Beach Villa in Cyprus and was directed by award-winning director Mary-Sue Masson, who created the well-known Haribo ‘Kids’ Voices’ campaign.
Featuring a secret agent and a “cheeky, flamboyant host”, the ad aims to show how exclusive villas in sought-after locations and 24/7 guest support have resulted in thousands of glowing guest reviews.
Developed by MSQ’s Brave Spark, the ad will run on ITV, Channel 4 and Channel 5, as well as radio, social and online activity.
Sharon Bradbury, sales and marketing director, said: “We’re thrilled to launch ‘Licence to Chill’, our biggest campaign yet and one that we think is a distinctive and memorable way of personifying our brand.
“With so many travel campaigns swimming in a sea of same, we’ve made a big, bold effort with this one and are confident it will achieve the brand-recall that’s so important in our industry.
“We hope that by launching it at the same time as our first ever agent fam trip incentive, the trade will see our commitment to working with them and make 2025 our best year yet.”