How do you solve a problem like injecting joy into the dark nights and seemingly even darker mornings of January?

The answer is, of course, a bit of healthy escapism and the delicious promise of a future getaway. Because if there was ever a moment in the year in which consumers need cheering up, January is it.

For all the health and finance messaging, what many consumers need is the promise of an escape from the day-to-day grind and early morning commutes. 

This promise is delivered in droves by fast-growing travel agency Loveholidays, which has launched an upbeat outdoor campaign that leans on the beloved habit of holiday reading. 

The outdoor campaign, created by Ark, launches this week across the UK and Ireland. The campaign represents the next phase of Loveholidays' wider brand push, activating its ‘power of loveholidays’ brand positioning, 

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 and targets January holiday dreamers – from parents needing something to look forward to, to empty nesters and young travellers.

Jacqui Grimsey-Jones, Brand Director at Loveholidays, explained: “Cutting through the noise during one of travel’s busiest advertising periods means finding fresh and unexpected ways to transport people out of the everyday and into the holiday mindset.”

She continued: “Whether it evokes memories of a much-loved holiday read or inspires the next escape, the creative invites people to feel the power of a loveholidays holiday. Ark’s execution delivers that vision with confidence and originality, supported by Medialab’s excellent campaign delivery.”

At the time of year when almost every consumer can be considered a holiday dreamer, this campaign successfully delivers a much-needed slice of January sunshine.