spends £5m on first TV campaign in two years is launching its first TV campaign since 2013 as part of an integrated marketing push.

The £5m creative leads the company in a new direction just weeks after being bought by Cox & Kings and places emphasis on the reasons behind a customers’ hotel stay rather than providing trip inspiration.

“Placing in the consumer’s mind at this point – when they first decide or discover that they’ll be going away - taps into the very first moment that the brand becomes relevant for them, which is precisely where we need to be,” explained head of marketing, Georgina Crosswell.

Created by Mother London the campaign, entitled 'It's going to be a great night', features four 30-second television adverts with each revolving around the anticipation of a great night out. Telling the stories of a die-hard Chris de Burgh fan; a group of friends heading to a Christmas party in fancy dress; a young football supporter and a middle aged man getting ready for New Year’s Eve.

Directed by Stephen Pipe, the ads will be on air across terrestrial and multichannel from Sunday 15 November and Sunday 13 December. The series will be backed by pre roll and display ads on YouTube and playlists on Spotify.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.