The new Dream it. See it. Share it. campaign will see the brand move away from Covid-19 referencing to a "more positive narrative" in its marketing, reflecting the return of travel and encouraging results in the first half of the year.

The campaign, which will run between 6 June and 31 July, includes a 15% discount on 15 tours, including Scottish Highland Railways; America’s Golden West; and Cape Town, the Garden Route and Big Five Safari.

Richard Forde, head of trade sales, said: "We feel the time is right to move away from focusing on the pandemic and instead look towards the future.

"The majority of customers have either booked their first post-pandemic holiday or been on it already, so it’s more about inspiring the customers to get back into planning and booking ahead, turning wishlist plans into holidays."

The new campaign comes after Newmarket resumed the operation of its full product portfolio, seeing the return of trips such as Elvis Presley’s Memphis; New Orleans and Nashville; Seville, Granada and Classic Spain and Andre Rieu concert-ticket packages.