Travel rewards scheme Airmiles will begin a £3.5 million television advertising campaign on Boxing Day.
The three-month campaign featuring advertisements on ITV, Channel Four, Channel Five and across satellite and digital channels will run until March.
The campaign, which was devised by Partners Andrews Aldridge, also includes national and press and digital promotions including its own microsite to be unveiled at the same time as the television advertisement.
The existing Airmiles site will have banners directing people to the microsite while digital versions of the TV ad will run on Channel 4 online and ITV online throughout January.
Airmiles head of marketing Fred Prego said: “Collecting Airmiles just by everyday spending and using them for free flights and other free travel rewards is very motivating for consumers in times of recession.”
From mid-January to the end of March digital direct response ads will run across sites including Yahoo, eBay, Sky and Moneysupermarket. Pay Per Click activity is also planned for the duration of the promotion.