Families will be encouraged to “ditch the hotel dungeon” in the first peaks TV advertising by domestic operator Sykes Holiday Cottages.

The advert marks the first screening of the company’s updated brand, which aims to broaden Sykes’ appeal by focusing on the entire holiday and experiences on offer rather than simply its cottages.

Sykes’ £500,000 campaign will run throughout the peak booking season until February half-term profiling the range of ‘staycations’ it offers across the UK.

The first 30-second TV advert is scheduled to debut during The Great Christmas Bake Off on Channel 4 on Boxing Day.

The advert forms part of a wider integrated marketing campaign including direct mail, PR and social media activity.

Chief marketing officer James Shaw said: “British holidaymakers fell in love with the staycation all over again this year, with domestic bookings up by over 20% year-on-year, and we expect more of the same throughout 2018.

“Whether you’re a thrill-seeking couple or a family looking for a beach break, the UK is once again seen as a great place for a holiday and not just for mini-breaks, and we wanted our new brand and first peaks TV campaign to reflect that.

“The brand refresh reflects our focus on promoting the holiday experiences on offer through Sykes, as well as our brilliant properties.”

The independent holiday cottage provider manages more than 10,000 rental properties. This year it secured its millionth customer booking in its 26-year history.