In the summer of 2025, a remarkable phenomenon swept across TikTok, captivating millions of users worldwide. The song “Hold My Hand” by the British singer Jess Glynne became the viral hit of the season. However, its success was not just a stroke of luck. Instead, it was the result of a brilliant marketing strategy, perfectly blended music and advertising. The key player in this story was none other than Jet2holidays, a British holiday company that managed to create an irresistible allure around their brand. That’s not to mention Zoë Lister, the distinctive voice actor for Jet2holidays. You know, the woman who says you can save “£50 off per person” on that viral ad.
The Viral Hold My Hand Hit and Jet2Holidays
(Jess Glynne – Hold My Hand (credit: Jess Glynne)
The Perfect Blend of Music and Marketing
It all began when Jet2 holidays decided to use “Hold My Hand” in their latest advertisement campaign. The ad featured stunning visuals of sun-soaked beaches and happy families enjoying their dream vacations. The tagline, “Nothing beats a Jet2holiday,” resonated with viewers, evoking a sense of wanderlust and the desire for a perfect getaway. The combination of the upbeat tempo of “Hold My Hand” and the vibrant imagery of the Jet2holidays ad created an irresistible allure.
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TikTok Takes Over
As soon as the ad hit the screens, TikTok users quickly picked up on the trend. They began creating their own videos set to the song, showcasing their holiday memories and expressing their excitement for upcoming trips. The hashtag #HoldMyHandChallenge began to trend, with users from all over the world participating. Influencers and celebrities joined in, further amplifying the song’s reach. They shared their own versions of the challenge, adding creative twists and encouraging their followers to do the same. As a result, TikTok posts featuring Jet2holidays have gained more than 7 billion views and counting.
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The Power of Influencers
The involvement of influencers played a crucial role in the song’s viral success. With their massive followings, they were able to reach a wide audience and generate significant buzz around the song and the Jet2holidays brand. Their creative and engaging content inspired their followers to join the trend. As a result, it created a ripple effect that spread like wildfire. The song’s infectious energy and the feel-good vibes of the Jet2 holidays ad made it the perfect soundtrack for the summer. That’s not to mention the large number of humorous videos associated with that ad.
A Cultural Phenomenon
As the weeks went by, “Hold My Hand” continued to dominate TikTok, with millions of users creating and sharing content. The song’s popularity spilled over to other platforms, climbing the charts on streaming services and becoming a staple on summer playlists. Jess Glynne herself embraced the trend, engaging with fans and sharing her favourite TikTok videos. Her interaction with the community added a personal touch, making fans feel even more connected to the song and the artist. While TikTok has dominated the views for the ad, Instagram also had its fair share of viral moments of “Hold My Hand”.
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(Jet2holidays feat. Zoë Lister) credit: Jet2holidays)
The Impact on Jet2holidays
The success of the campaign featuring the voice of Zoë Lister had a significant impact on Jet2holidays. The brand saw a surge in bookings as people were inspired by the ad and the accompanying song. The association with a viral hit gave the brand a fresh and trendy image, appealing to a younger audience. The campaign also highlighted the power of music in advertising, showing how a well-chosen song can enhance the emotional appeal of an ad and create a lasting impression.
The Magic of Music and Travel
The collaboration between Jess Glynne and Jet2holidays created a perfect storm of music and marketing. The song “Hold My Hand” became more than just a catchy tune; it became a symbol of the joy and excitement of travel. The ad’s stunning visuals and the song’s upbeat tempo captured the essence of a perfect holiday, making viewers dream of their own getaways. The campaign proved that sometimes, nothing beats a Jet2 holiday.
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Conclusion
In conclusion, the viral success of “Hold My Hand” by Jess Glynne on TikTok was a testament to the power of music and marketing. The collaboration with Jet2 holidays created an irresistible allure that captivated millions of users and turned the song into the viral hit of the summer. The campaign not only boosted the song’s popularity but also gave Jet2 holidays a fresh and trendy image, appealing to a younger audience. The story of “Hold My Hand” and Jet2 holidays is a perfect example of how a well-executed marketing strategy can create a cultural phenomenon and leave a lasting impression.
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About The Author
Randy Yagi is an award-winning writer who served as the National Travel Writer for CBS from 2012 to 2019. More than 900 of his stories still appear in syndication across 23 CBS websites, including New York, Los Angeles, Chicago, and San Francisco. During his peak years with CBS, Randy had a reported digital audience reach of 489 million and 5.5 million monthly visitors. Additionally, his stories have appeared in the Daily Meal, CBS News, CBS Radio, Engadget, NBC.com, NJ.com, and Radio.com. He earned a Media Fellowship from Stanford University and is a Bay Area Travel Writers (BATW) member.
