On the Beach to launch major marketing campaign

Stockport based On the Beach – the UK’s leading beach holiday specialist – is set to launch its latest major marketing campaign with its new TV ad hitting the screens on Christmas Day.

The online travel agency reappointed Manchester-based creative agency, Cheetham Bell JWT in July, since moving the account to St Luke’s in 2016, to create its new ad, which introduces ‘The Beach’ character to viewers. Made entirely out of sand, “The Beach” is a happy, fun-loving, playful character, truly reflecting the online travel agent’s beach holiday offering.

The TV ad was shot in Majorca, one of the online travel agents most popular destinations, with the quirky character’s suit 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.

The creative team at Cheetham Bell were Andy Huntingdon and Martin Smith.

The multi-channel media plan, developed and executed by The 7 Stars will run across TV, outdoor, digital, sponsorship and social media.

Following its highly successful campaign this year, On the Beach will also continue its relationship with ITV, as the lead sponsor of its multi award-winning hit TV show, Benidorm which launches on 28 February.

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

“This is our biggest marketing campaign to date and we are sure it will prove a huge success. The new campaign and TV ad perfectly communicates our position as beach holiday specialists and ‘The Beach’ is a fantastic character who will no doubt prove a big hit amongst new and existing customers. Holidays are all about relaxing and having fun and our new ad truly reflects our product and indeed our brand personality.”

Martin Smith, Creative Director at Cheetham Bell JWT said:

“We’re delighted to be working with On the Beach again. On the Beach is all about the beach, so who better to have as our brand ambassador than a character made completely out of sand. He is what holidays are all about; he’s fun, playful and the catalyst of good times.”