Crayon gives the all-inclusive buffet the elbow

January sees the launch of the James Villa Holidays 2008 integrated campaign. It kicks off in the UK and Ireland with a 30’’ TV spot, but also includes direct mail, door drops, inserts, press and online activity.

The campaign theme is ‘Go with the flow, not with the masses’. Set to the track Run Rabbit Run the TV ad takes an irreverent look at the difference between a package holiday and a James Villa holiday - the mass scramble for sunbeds and buffets, versus the relaxed, chilled out experience of a villa holiday.

“We wanted to get over the fact that when you have a James Villa holiday you can do your own thing. The ‘package pandemonium’ really does happen.” said Steve Mulholland, Creative Director. “A cracking track in Run Rabbit Run amplifies that frustration and anxiety, like sprinting for the best sunbed or the last of the greasy buffet. Then we held up the James villa experience for comparison. It’s not hard to see which is going to be the more relaxing holiday.”

Initial burst is £1.5m. The creative work was won by Crayon in a pitch against two other agencies. The ad was directed by Eran Creevy at Between The Eyes. The creative team was Rod Elms and Lou Wright. Media is through Starcom and The Searchworks.

The print work shows spoof exercise diagrams, challenging people to get fit for their package holidays. ‘The all-inclusive buffet elbow’ or ‘The sunbed sprint’ contrasts with the James Villa experience.

“By pitching a James Villa up against mainstream package holidays, we’re asking people to think twice. We’re impressing upon them that a villa holiday is a real and better alternative.” said Joanna Thompson, Marketing Director at James Villa Holidays. “For many the package holiday has become too restrictive and full of little stresses that people just don’t want to put up with on their annual holiday. They want to do what they want, when they want, where they want. Many of our new clients have just had their last hotel holiday spoilt by others around them, and with ever more busy and stressful lives at home, they are simply craving more of their own space on holiday.”

James is the most well-known and largest villa holiday provider in the UK, with over 2000 properties in over 40 destinations.