Hays Travel will leverage its partnership with brand ambassador Davina McCall and expand its advertising on streaming platforms, including Netflix, Spotfiy, Disney + and Prime Video for the first time, as part of its Peaks campaign.
Speaking at this year’s retail conference in Greece, Head of Marketing David McNiven said it was ‘crucial to double down on what works’.
While he didn’t reveal specifics, David confirmed the turn-of-year advertising would launch on Boxing Day, and include two ‘disruptive campaigns’.
Hays Travel will feature TV celebrity Davina in adverts, including TV and shop window displays, and continue its ‘Holiday Outside the Box’ TV campaign, which launched in December 2024.
It will also use local radio to push regional offers, with messaging from Davina.
“We don’t want to reinvent the wheel – we have brilliant assets which are still fresh in the market. We want to double down and utilise these,” he said.
Speaking of Hays’ decision to expand its advertising on streaming platforms beyond YouTube, David said: “We are already on YouTube, but we are going to maximise that with things like Disney+, Spotify, Netflix and Prime Video, so when people are watching those programmes, we are going to be front and centre.
“We want to reach as many customers as possible, not just the existing, but the new, and find those customers of tomorrow. We want to make sure we really smash January and February and carry that momentum for the rest of the year.”
Additionally, David revealed that Davina is doing a trip to Australia with Hays in spring 2026, and agents can enter a draw to be the branch in charge of the booking. To be in with a chance of winning, they need to make an Australia booking between 17 November and 31 December 2025.
More news from the Hays conference:
Dame Irene has a ‘shopping list’ of 15 new retail locations
Traveltek launches new quote tools at Hays Travel Conference
Davina McCall makes surprise appearance at Hays conference in Greece
Dame Irene: AI learning is Hays Travel’s ‘single biggest step forward’
Hays Travel to host single overseas conference for retail, IG and homeworkers in 2026
