Online travel agency On the Beach has embarked on its first offline advertising campaign across its North West of England heartland.
Radio ads are also being run as part of the six-week promotion which runs until July 12.
Consumers are being targeted in the Manchester and Liverpool areas.
The creative concept focuses on the premise that the UK is a great place to live but sometimes it lets us down.
“For the new campaign we wanted to appeal to our customer’s desire to get away from everything that isn’t so great about the British summer,” said commercial director Johnny Pollard.
“Trashy television, unpredictable weather and the tediousness of the daily commute just make us wish that we were On the Beach.”
The advertisements have been positioned in busy locations, on the side of buses, Manchester Piccadilly station and in tram interiors.
“Images of picturesque beaches coupled with the line “Wouldn’t you rather be on the beach” make an appealing contrast to the honest truth about the British summer,” the company’s brand manager Sarah Tunnah.