loveholidays Strips Back Travel Imagery for Book-Led OOH Campaign

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 travellers, all of whom loveholidays caters for with its diverse range of holidays.

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.

​Jacqui Grimsey-Jones, brand director at loveholidays, said, “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. 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.”

​Edward Usher, creative partner at ARK Agency, added. "When the team first landed upon the concept of using book covers to portray how it feels on a loveholidays’ holiday, we knew we had something special on our hands. But for me it’s the inclusion of real book titles that takes this campaign to the next level. The result is a funny, insightful, emotional and instantly communicative campaign that tells a whole story with just the cover of a book. It’s a brilliant piece of work that everybody at the agency is incredibly proud of.”