A series of three 30-second spots through Delaney Lund Knox Warren & Partners show the terrible consequences that befall Teletext holidaymakers when they reveal to fellow tourists the bargain prices they paid.
The commercials run with the strapline: "Don't ever, ever let slip how little you paid for your Teletext holiday."
Teletext will also support the Evening Standard's annual travel supplement, published on 20 May, with ads, a competition and a point-of-sale promotion that will see the transformation of the paper's central London vendors into beach-loving holidaymakers.
"The campaign builds on last year's successful 'don't go anywhere until you've been to Teletext' theme," Marc Bell, the marketing director for Teletext Holidays, said.
The ads were written by Jon Elsom and David Adamson, and art directed by Ken Sara and Richard Prentice. David Lodge directed the ads through Outsider. Media is planned and bought by Manning Gottlieb OMD.