Holiday Reads

Fast-growing travel agent loveholidays has launched "Holiday Reads", a clever OOH campaign that lets book titles do all the talking. Created by ARK Agency and launching this week across the UK and Ireland, the campaign represents the next chapter in loveholidays' wider brand push, activating its "power of loveholidays" positioning in an entirely new way.

Marking ARK's first OOH campaign for loveholidays since being appointed as creative agency in 2025, and following November’s viral Holiday Billboard stunt featuring Joe Marler, "Holiday Reads" takes a refreshingly stripped-back approach.

Adopting a disruptive approach during a high-volume period for travel advertising, ARK partnered with publishers to feature real book titles that bring to life the holiday feeling. Shot on film by photographer Eleonora d'Angelo on the Spanish Costa Brava, each execution puts the book front and centre, with carefully selected titles like "Cloud Nine", "Last Night A DJ Saved My Life" and "This is Happiness” embodying the way a loveholidays holiday feels.

The campaign was planned through Medialab, who were also appointed by loveholidays in 2025, and targets January holiday dreamers – from parents needing something to look forward to, to empty nesters and young travelers, all of whom loveholidays caters for with its diverse range of holidays.

"The goal was not to create another ad, but a piece of entertainment that would resonate with fans and consumers. We're proud to have collaborated with Accelerator and Spencer on this launch, especially on the creation of the song, which reflects his artistry and ultimately this exciting new launch of a flavor we hope fans will enjoy." -- Simon Dolsten, Founder & CEO of AI-first, full-service creative agency Dolsten & Co.

It will transport consumers from the streets of the UK and Ireland to sun loungers across the world over the next two weeks, with placements booked at high-impact OOH sites across both countries.