Inghams, which has been operating Lakes & Mountains holidays to Europe for over 85 years, is repositioning the brand to attract the changing 50+ market with a new feel and tone, fresh, modern imagery and a key focus on its core product under the new campaign strapline – your passions, your holiday.

The campaign will include print advertisements in national newspapers, digital display and a month-long radio advert.

The Lakes and Mountains brand will be more of a Special Interest Holiday provider.