Jet2Holidays and Wavemaker couple up for integrated Love Island campaign

The travel giant’s offering for millennials and Gen Z holidaymakers will be showcased with product placements and a TikTok competition launch in the hit dating show’s ‘beach party’ episode.

Wavemaker UK and broadcaster ITV have partnered with VIBE by Jet2Holidays to celebrate the packaging holiday company’s designation as this year’s travel partner of smash hit reality show Love Island.

VIBE by Jet2Holidays has previously partnered with Love Island twice, but this year’s recoupling marks the first as official travel partner, with an aim to raise brand awareness and showcase the pros of booking a package holiday to a millennial and Gen Z audience.

Jet2’s VIBE offer is designed for the millennial market, and boasts a collection of over 160 hotels across nearly 50 resorts. It promises to find ‘your vibe’ with packages tailored for first-time holidaymakers, those with a bucket list of places to visit and the experience-driven over-25s.

As part of the eight-week campaign, VIBE by Jet2Holidays hosted a branded beach club party with this year’s Islanders in Tuesday’s episode, with product placement pulled off via a branded DJ booth, towels and poolside inflatables.

The Islanders will return to the UK via a flight to further raise brand awareness.

Targeting millennials with TikTok quizzes 

The episode also kicked off a competition that gives four winners the chance to ‘party like an islander’ this summer and win a seven night holiday, which will be supplemented by social media activations and wider product placement. 

Reactive social activity created by VIBE for Jet2Holidays and Wavemaker is ready to reach the targeted millennial demographic with quizzes TikTok trends like ‘This or That’ – where islanders reveal their holiday preference. 

As well as integrating VIBE by Jet2holidays products throughout the episode, a 30-second TV spot narrated by Love Island voiceover commentator Iain Sterling to launch and promote the competition was broadcast on ITV2 during the first subsequent ad break.

“The most streamed series to date”

Gavin Forth, Marketing Director of Jet2holidays said: “Thanks to a host of activities and exclusive competitions, we will be enjoying fantastic engagement with a key audience right throughout the series, meaning customers can really love their summer vibe with us.”

Emma Slater, Regional Managing Director, Wavemaker UK added: “Series 8 [of Love Island] has become the most streamed series to date, and with many Brits travelling abroad this summer for the first time post-pandemic, couldn't find a better moment to showcase its incredible offering for those looking to get in on the action.”