Newmarket Holidays is to run its first TV advert in four years to mark its 40th anniversary.
The escorted tours specialist returns to primetime television on the afternoon of July 3 on ITV with a 30-second slot showing ‘wishlist’ tours across Europe and worldwide.
The ad, produced by the operator’s in-house team, will run throughout July and is designed to be an inspirational film. It shows clients over 60 being escorted around some of the world’s most famous sites, including the ruins of Pompeii in Italy, the Grand Canyon in the US, Plaza de España in Spain, Petra in Jordan and Dubrovnik in Croatia.
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The ad’s voiceover encourages viewers to “create stories” by trying the brand and ends with an instruction to “search for Newmarket Holidays or see your trusted local travel agent”.
The operator’s head of marketing and brand Kate Liberty said it “felt like this was the right time to return” following a rebrand earlier this year and the operator’s 40th anniversary.
She said: “We’re aiming to attract and engage a new audience across the UK by showcasing a snapshot of our product range, giving viewers an insight into what they can see and experience when travelling on one of our escorted tours.”
Chief commercial officer David Sharman hoped the ad would boost trade bookings.
He said: “Our return to TV advertising brings the audience up to date with our broad portfolio, featuring agent favourites from an African safari to Italy, to Borneo and beyond.
“It also coincides with the launch of our new trade 2023-2025 brochure, so we are confident that this high profile activity can drive new bookings and opportunities for agents.”
A preview of the ad can be watched on Newmarket Holidays’ YouTube channel.