Embrace the Freedom of Villa Life with James Villas Campaign

Awaze, owner of holiday brands Hoseasons, Cottages.com and Novasol, has followed up the relaunch of the much-loved holiday brand, James Villas, with a major multi-channel marketing campaign, which launched on 26th December 2025.

The campaign includes a 30’ sec TVC, created by Nomad Studio, with high-profile TV spots across ITV, Sky and C4. The campaign will run across linear TV, Video-On-Demand (VOD), and through the line with an estimated £2 million investment in media spend.

Featuring the strapline 'There’s a villa with your name on it at James Villas', the creative spotlights the genuine, unrestrained joy and freedom of a villa holiday, with a vibrant, emotive animation inspired by real James Villas properties.

Capturing the playful, relatable side of holidays, the animation - illustrated by Italian artist Giovanna Giuliano - spotlights the distinct benefits of a villa holiday, all based on real consumer insights; from no dress code for dinner and plenty of sun loungers, to a pool with no closing time.

​Ash Watkins, creative director, Nomad, explained the creative strategy and approach, "What makes a villa better than a hotel? Quite a lot, actually - privacy to truly be yourselves, and the freedom to enjoy a holiday on your own terms, not the hotel's. In a travel marketplace dominated by photography, we chose richly saturated illustrations to bring the benefits of a villa holiday to life, helping holidaymakers imagine themselves enjoying every moment in full colour."

The revitalised James Villas brand, building on its 40-year legacy, relaunched on Monday 15th December with a renewed focus on quality-checked, premium, accommodation-only villa holidays. The portfolio offers 5,500 hand-picked properties across core Mediterranean destinations including Spain, Portugal and Greece. From Boxing Day, customers can book with a £99 deposit

Jennifer Day, chief growth officer, commented, “Following the relaunch of James Villas earlier this month, we’re now focused on building brand awareness as we head into the crucial post-Christmas booking period. We know our customers love travelling to Europe, with James Villas they will be able to enjoy the autonomy and flexibility of a private villa, choosing from 5,500 curated properties with plans to grow this offering further in 2026. 

James Villas properties are curated to appeal to a family audience, and this new creative beautifully captures the essence of what a villa holiday truly is: freedom, flexibility, and fun. We wanted to bring to life the practical benefits of villa life for families; no dress codes for dinner, no early morning race for a sun lounger and having the pool all to yourself. By using real consumer insights and vibrant storytelling, we are positioning James Villas as the trusted specialist that helps families create holiday memories exactly the way they want them to be.”