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.