Solmar Villas has launched a new advertising campaign, featuring its biggest ever TV spot and a new humorous spy film pastiche – with a ‘Licence to Chill’ strapline.
At the same time, the company has launched a peaks campaign offering travel agents the opportunity to win a place on Solmar’s first ever fam trip.
The incentive is open to all agents in the UK and Ireland. Every Solmar booking made between 1 January and 28 February 2025 will automatically be entered into a draw and there will be five spaces for agents on a group fam trip to take place in 2025. The location is yet to be revealed but the trip will give the group the chance to explore multiple Solmar properties, the destination, and experience the first-class in-resort service that guests receive.
The TV campaign, which aired from St Stephen’s Day, was shot on location at the Katina Beach Villa in Cyprus, and was directed by award-winning director Mary-Sue Masson – who created the well known Haribo ‘Kids’ Voices’ campaign. Featuring a stand-off between a suave secret agent and a cheeky, flamboyant host, the creative is designed to show how the exclusive villas in sought-after locations and 24/7 guest support have resulted in thousands of glowing guest reviews. The campaign was developed by MSQ’s Brave Spark and will run across ITV, Channel 4 and Channel 5, as well as radio, social and online activity. The advert can be seen here.
Sharon Bradbury, Sales & Marketing Director, said: “We’re thrilled to launch ‘Licence to Chill’, our biggest campaign yet and one that we think is a distinctive and memorable way of personifying our brand.
“With so many travel campaigns swimming in a sea of same, we’ve made a big, bold effort with this one and are confident it will achieve the brand-recall that’s so important in our industry. We hope that by launching it at the same time as our first ever agent fam trip incentive, the trade will see our commitment to working with them and make 2025 our best year yet.”
Throughout 2024, Solmar Villas has strengthened its trade partnerships, with both Trailfinders and British Airways Holidays now using Solmar for their villa holidays.
Solmar Villas has over 2,000 properties across 30 destinations in the Mediterranean and worldwide, all with private swimming pools. Prices start from £549 for seven nights, all villas can be booked accommodation only or as part of a flight-inclusive package, with ABTA and ATOL protection. Car hire, insurance and transfers can also be added.
