Balkan Holidays has released a debut TV advertising campaign to raise awareness of Bulgaria among UK holidaymakers.
The ski-focused advert is airing on Sky TV in targeted regions, with a summer version set to follow in the coming weeks.
Both adverts prominently feature a call to action to book with a local travel agent.
The operator has also introduced an AI-powered training course designed for quick and easy completion.
The tool is designed to equip agents with the knowledge they need to confidently sell Bulgaria, especially in the ski sector.
Head of sales and brand Lynsey Jones said: “We are thrilled to showcase our incredible destination on TV, directly reaching the right audience through a platform we’ve never explored before.
“As the leading ski specialists to Bulgaria, it’s fantastic to see our resorts being broadcast into customers’ homes.”