Eleven Miles is thrilled to announce the launch of a new television campaign for Shearings, the leading escorted coach tour operator. The campaign marks Shearings’ return to TV advertising after a four-year hiatus and signals a significant shift in brand tone and positioning.  

The new advert, which began airing in January across major channels including ITV1, Channel 4, Channel 5, and Sky, introduces Jonny Shear, a charismatic character who embodies the spirit of Shearings’ hassle-free holidays. With a playful nod to the rock and roll lifestyle, the ad highlights the convenience and enjoyment of Shearings’ escorted tours, emphasising the company’s promise of effortless travel experiences.  

“It’s not every day you get to channel the rebellious spirit of a rockstar and blend it with the charm of a coach holiday.” says Sam Ball, Executive Creative Director at Eleven Miles. “Together, we’ve created something full of personality that really brings Shearings’ uniqueness to life in a fresh, memorable way.”

Leger Shearings Group chief executive Liam Race said: “The new commercial immediately captivates the audience, opening with what appears to be an old ‘rocker’ strumming his guitar and talking about his touring days; the camera zooms out and we realise he’s about to board a Shearings coach for a tour!

“This is a dramatic shift from our previous advert, thanks to a clever creative concept which really fits our brand repositioning. Working with the Eleven Miles team, much like our new strap line, has been hassle-free and we’re really pleased with the outcome”.

The campaign aims to attract new customers while reassuring existing ones with a fresh and engaging approach.