Heart of Midlothian Football Club (Hearts), Edinburgh’s top-flight club competing in the Scottish Premiership, hasn’t won the league since 1960. This Saturday has the potential to change that, and proud sponsor, loveholidays, isn’t just watching from the stands.

Developed by ARK Agency, the campaign leans into the football banter that defines a title run-in, with loveholidays cheekily offering Celtic’s season ticket holders a complimentary holiday, departing 12:30 on Saturday, May 16 (the exact same time as kick off), to make space for Hearts supporters in the stands. The T&Cs clarify it’s a joke. The timing is not.

Not all sponsors get to have this much fun with their club. The creative runs in Glasgow, right by Celtic Park where the match will be held, and brings loveholidays’ wider positioning as a challenger brand to life. One that backs underdogs, moves fast, and isn’t afraid to have a point of view.

(For context: Celtic and Rangers have dominated the Scottish Premiership for decades. Hearts haven’t lifted the title in 65 years. Saturday is a title decider. loveholidays, it turns out, has opinions about that.)

“We’ve been with Hearts for the last three seasons, and what the club and its fans are on the verge of is genuinely historic,” stated Al Murray, CMO, loveholidays. “Backing challengers is part of loveholidays’ DNA, so getting behind Hearts in a moment like this was an easy decision. We’re proud to be backing the boys in maroon all the way.” 

Mike Wilton, Founder, ARK Agency, added, “What a season Hearts have had, what a run in. When you’ve got a sponsor with loveholidays’ personality backing a club on the verge of something historic, you don’t sit on the sidelines. You get involved, you have a bit of fun, and you share in the moment. Hearts are on the verge of something the city hasn’t seen in over sixty years, and loveholidays wanted to show its support in the best way it could… with a wink and a one-way ticket.”

Credits:
Client: loveholidays
Chief Marketing Officer: Al Murray
Brand Director: Chloe Collins
Head of Brand & Social: Joanna Selak
Senior Brand Marketing Manager: Abby Collins
Senior Social Media Manager: Jasmine Dye
Head of PR & Communications: Heather Ewens

Creative Agency: ARK Agency
Production Partner: Hannah Needham
Creative Partners: Edward Usher & Xander Hart
Founder: Mike Wilton

Media Agency: Medialab
Client Managing Director: Matt Semple
Business Director: John DobbsSenior 
Account Manager: Rob Godfre