OTA Loveholidays is collaborating with six tourist boards in its first radio advertising push from this weekend.
Cyprus, Greece, The Algarve, Malta, Dubai and Egypt’s Red Sea Resorts are involved in the campaign.
Adverts will run on FM and DAX digital radio stations until the end of February in London, the south-east and Home Counties to drive brand awareness.
Voiceovers for the adverts are by Death in Paradise and Love Actually actor Kris Marshall.
Dynamic ad personalisation is being used, based on the listener’s location, the weather and the time of day to give more than 7,000 possible combinations of the adverts.
The radio adverts aim to convey the ‘love’ of holidays across the six destinations compared to local weather conditions and reinforce the option of low deposits and monthly payments with Atol protection.
The campaign will also run across social media and CRM with targeted offers on the loveholidays website to drive conversion.
Marketing director Christian Armond said: “This investment in the brand using above the line activity for the first time is part of our strategy to increase awareness and consideration at this key booking period and the dynamic nature of these ads enables us to target our audience more personally and intelligently.”