The operator will target consumers who have spent the bulk of 2020 working from home and who have a celebration they wish to mark in 2021 or who had missed out on a similar event this year.

The campaign revolves around a “Get carried away” film designed for video on-demand. It launches on 4 January across Netflix, Sky, ITV, Channel 4 and Amazon Video.

Kuoni marketing director Dean Harvey said the campaign was “flying in the face” of current trends, adding there were signs people were prepared to book.

“All my media is flexible,” he added. “If the market is still we can pull it all back, there is no massive upfront commitment, which is why we are planning heavily on digital media.

“We thought we would give ourselves the best chance if the market does come back in January, we want to be front of mind.”

Harvey said the campaign “features people who are bored at home; they’re on a Zoom call and they’ve had enough”.

Kuoni will also push the “Get carried away” theme in a print campaign in national newspapers. “It’s really important, print really still has an impact,” he said.

He said that new Tier 4 restrictions had not meant a change of strategy. However, he said marketing spend over peaks was “reduced in line with demand”.

The campaign does not target specific destinations.

“It’s less about destinations and more about special occasions,” Harvey said.

Kuoni will extend its Flex+ guarantee into the new year, offering cancellations “for any reason” up to 10 days before departure to boost consumer confidence.