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The ads take the unusual approach of not showing any cruise ships or shots of holiday locations.

Instead, the creative employs a surreal, timeless feel, using the line: "Float off somewhere."

One press ad features an image of a moon that appears to be floating away with a string attached to it like a balloon.

The radio campaign consists of three 40-second spots that feature relaxing sounds such as whale songs, wind chimes and breaking surf.

The campaign was written and art directed by Nick Hutton and Rob Turner. Media was handled by Manning Gottlieb OMD.