Leger Holidays will premiere its new ‘big budget’ TV commercial today (September) in prime slots on ITV, C4, C5 and Sky channels.
Viewers will see the ‘cinematic’ commercial during ad breaks in Coronation Street, Emmerdale, Loose Women and Countdown.
More than 1,000 spots have been booked so far, with the ad running through September and October before returning in January for the peak booking period.
It is the operator’s first TV ad in six years, and stars actress Jacinta Mulcahy, with a ‘heist’ movie theme.
She asks viewers: “Are you in?”, after clips of Leger tours in Italy on Luxuria coaches.
The final scene shows the Leger website, phone number and a call-to-action to visit a local travel agent (pictured below).
Liam Race, Leger Shearings Group’s chief executive, said: “We have gone really bold with the new Leger Holidays’ TV commercial, and it has been a significant investment.
“I love the way it’s not immediately obvious that the ad is for a holiday company – it could be a new Netflix drama and the play on the ‘heist’ concept is very clever.
“We wanted to increase our brand awareness and put Leger right at the forefront of people’s minds in our sector, but also raise the profile of the escorted coach holidays industry as a whole.”