Teletext Holidays launched a major TV advertising campaign on Sunday as part of a multi-million pound investment to reposition the brand.

The 30-second advert will run for three weeks at peak viewing times within programmes such as Coronation Street, Dancing on Ice, Sir Trevor McDonald’s Secret Mediterranean and the new Gordon Ramsey programme.

The advert features a montage of holiday memories past and present and a soundtrack by former Fleetwood Mac singer and guitarist Lindsey Buckingham. It ends with the line: “We were there then and we’re here now with a brand new website, Freeview channel and mobile apps.”

Teletext Holidays launched the new website, revamped Freeview, internet-connected TV and mobile applications, including one for the iPad, in December. Marketing director Mark Bloxham said: “This is the first time we’ve had a TV advertising campaign for several years. It cleverly gives a nod to the warmth customers have for Teletext Holidays and aims to show that the brand has been re-booted.”

The campaign will continue via social media following its three-week TV run, with people urged to send in videos reflecting their own holiday memories. There will be prizes for the best, including holidays and handy cameras, and the most-popular clip will feature in a summer TV campaign.