Thomson Holidays’ emphasise importance of holiday time in latest ad campaign

Thomson Holidays’ latest &£3m television branding campaign focuses on the importance of holiday time and is designed to reaffirm the holiday company’s position as market leader. The ads, created specifically for the UK market by DDB London, launch this Sunday (May 16). They were shot in Jamaica and carry the strapline ‘Your time away is too precious’. One 40-second execution features a person acting as a human sundial and another shows the changing moods of a honeymooning couple en route to their hotel. The advertisements are not season-specific nor are they tied to any pricing deal. Marketing director Hugh Edwards says they are aimed at reinforcing Thomson’s position as a power brand. Thomson, owned by TUI, has not appeared on TV since 2001 when a campaign was created by HHCL & Partners.