Thomson Holidays is launching its biggest ever £5m advertising campaign two months earlier than the traditional post-Christmas booking period.

The ‘new year’ campaign will begin with its first 90-minute advertisement, which will be shown during X Factor on Saturday, and will run until May 2012.

It focuses on customers taking ‘quality time’ away with loved ones and what it means to switch off while on holiday.

“This campaign is the biggest and boldest Thomson has ever embarked on. We are championing quality time as we believe we are the only brand that can make it possible,” said Jeremy Ellis, head of marketing at Thomson.

“Our ad is an emotional, thought-provoking experience that will hopefully prompt those watching to remember what it is like to get away from it all with the people they are closest to and to associate Thomson as the only brand to truly provide it”.