On the Beach increases offline marketing spend with new campaign

When many companies are looking to online for the bulk of their marketing spend, it’s encouraging to see offline marketing spend still a major part of the channel mix to maximise on reaching audiences.

On the Beach, the UK’s leading beach holiday specialist, hit TV screens on Christmas Day with the launch of its latest marketing campaign, which will also saw the brand expand its offline channels into radio and cinema for 2019.

Following the success of their 2018’s campaign, which increased brand awareness by 20% in comparison to the period preceding the campaign, the online travel agent will bring back ‘the Beach’ character, who was created for the 2018 campaign by the brand’s creative agency Cheetham Bell JWT.

To refresh the ad for 2019, On the Beach has signed up BAFTA-winning actress Sheridan Smith, to voice the campaign across TV and radio adverts. Smith was chosen due to her bubbly, down to earth personality which created a perfect match with the sunny brand.

Neuroscience research was also employed to gain insight into viewer responses to the 2018 campaign and optimise the advert around viewer preferences.

The multi-channel media plan, developed and executed by the7stars will see investment into the offline campaign almost double on 2018, with an extended TV run, as well as introducing radio and cinema – featuring at Mary Poppins screenings around the UK from January – to its channel mix for the year ahead alongside outdoor, digital, and social media.

The new TV advert went on air on 25 December during ITV’s Jack Frost, with spots across prime Christmas Day viewing slots including The Snowman (Channel 4), Arthur Christmas (Channel 4) and Coronation Street (ITV).

The TV ad was shot in Majorca, one of the online travel agent’s most popular destinations, and the quirky character’s suit was made by Millennium FX, one of Europe’s leading suppliers of prosthetics, animatronics and makeup FX for film and television. The ad was directed by Owen Trevor of Stink Films in association with Palma Pictures.

Tanasè Rivers, Head of Retail Marketing at On the Beach comments:

“Following a highly successful campaign in 2018, our latest campaign will see us extend our activity even further in 2019, with a wider channel mix and a lengthened campaign period.

“We’re thrilled to have brought Sheridan Smith on board as a great match for the brand, and we’re sure the latest campaign will prove a huge success, further cementing On the Beach as the UK’s beach holiday specialists.”