Loveholidays checks in with Medialab to power growth

UK-based online travel agent Loveholidays has concluded its advertising and marketing review by hiring Medialab as the brand’s strategic media planning and buying agency.

The move follows last month’s appointment of Ark to handle its creative account, with Medialab taking on a remit to increase awareness and consideration of Loveholidays among audiences seeking smarter, more flexible ways to book their perfect getaway.

The online travel agent’s growth has surged post-pandemic, having tripled its share of the UK package holiday market and successfully expanded into Germany, Austria and the Netherlands.

It is claimed the appointment reinforces Loveholidays’ commitment to brand building alongside its existing performance marketing strategy to fuel further growth in Europe.

Medialab’s remit will span the five markets the company operates in – the UK, Ireland, Germany, Austria and the Netherlands – and is expected to expand as the company explores additional launch markets.

Loveholidays said the agency stood out for its data-led approach, capability in scaling disruptive brands, and track record in delivering effective, creative media that drives business outcomes.

Working alongside Ark, Medialab will help bring to life Loveholidays’ offering through bold and measurable media activations.

Loveholidays brand director Jacqui Grimsey-Jones said: “We have transformed how millions of people go on holiday, but we’re only just getting started. As we continue to disrupt the holiday market both here in the UK and across Europe, it’s crucial we partner with ambitious agencies that challenge category conventions.

Medialab client managing director Matt Semple added: “We’re thrilled to be partnering with Loveholidays – an ambitious brand with a fantastic product and a clear vision for growth. Their commitment to making travel simpler and inspiring audiences resonates with us. Our role is to ensure more people get to experience what they offer, and we can’t wait to bring their evolving story to life through media.”