By The Drum Team, Editorial

April 1, 2011 | 1 min read

Online travel agency and e-tailer has unveiled its new advertising campaign which hits UK screens today.

Part of the firm's first pan-European campaign, the ad introduces the strapline 'Stories start here', and is part of a bid by the company establish itself as an all-round leisure brand.

Mixing together a range of holiday images, from the unconventional to the clichéd (from a pig in a lift to a pillow fight), the ad features the distinctive voice of Louis Prima (King Louis in Disney’s Jungle Book) with a 1950s version of Enjoy Yourself.

The new spot was created by Karmarama, with the campaign also set to run across print and online and the website undergoing a revamp.

Recently-installed COO Ed Kamm explained how the new focus for the brand was a result of evolution as it grows up with its customers. He said: “We are changing the whole ethos. We are becoming a consumer-led retailer, as an online retailer it’s quite easy to be disassociated because you don’t see your customer face to face.” Karmarama

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