Loveholidays has launched an out-of-home campaign with book titles designed to reflect holidaymakers’ satisfaction.
“Holiday Reads,” created by Ark Agency, shows vacationers relaxing on sunbeds at the beach or poolside and immersed in a novel with titles like “Holiday Reads.” Cloud nine, That’s luck And This is life.
The OOH campaign was filmed by Eleonora d’Angelo on Spain’s Costa Brava under the motto “The power of Loveholidays”. TThe creatives were Charlotte Scobie and Tilly Scobie.
The campaign launches today (January 13) and will run across impactful websites as part of a wider brand push, targeting consumers across the UK and Ireland.
Jacqui Grimsey-Jones, brand director at Loveholidays, said: “Getting out of the hustle and bustle during one of the busiest travel advertising times means finding new and unexpected ways to transport people from everyday life to the holiday mindset.
“Whether it evokes memories of a favorite Christmas read or inspires the next trip, the motif invites people to feel the power of a Loveholidays holiday. Ark’s execution delivers on this vision with confidence and originality, supported by Medialab’s outstanding campaign execution.”
It is Ark’s second work for the brand since winning the account in September 2025 from The Liberty Guild, which declined to offer it again. In November, Loveholidays committed former English rugby player and Celebrity traitor Star Joe Marler walks onto a sunlit holiday billboard.
Medialab, appointed last October, handled the media.
Edward Usher, creative partner at Ark Agency, said: “There’s something absolutely magical about getting lost in a book while on holiday. When the team first came up with the idea of portraying a holidaymaker’s innermost feelings on the cover of their book, we all fell in love with it straight away.”
“But for me, it’s the inclusion of real book titles that takes this campaign from brilliant to phenomenal. In short, it’s a sensational piece of work that everyone at the agency is incredibly proud of.”
