DIRECT BRIEFS: James Villas Holidays appoints ARM Direct

James Villas Holidays, the independent tour operator, has appointed

direct response agency ARM Direct to handle creative and media for its

new DRTV ad campaign. The drive, with a test budget of £350,000,

showcases a range of private villa holidays in destinations such as

Tenerife, Cyprus and the Costa del Sol. Airing on channels including

Channel 5, UK Gold and Discovery, the campaign has a telephone response

mechanism to drive inquiries and bookings.



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