On the Beach to sponsor hit TV show Benidorm for 10th anniversary season

Stockport based On the Beach, the UK’s leading beach holiday specialist is expanding its latest multimedia campaign, a campaign which introduced the UK audience to its new character ‘The Beach’, to sponsor ITV’s award-winning TV show Benidorm, for its 10^th season.

Following its successful TV advertising campaign which launched on Christmas Day last year, the beach holiday specialist will once again become the lead sponsor of the show and viewers will see a short ident at the start of each show and after ad breaks.

Made entirely out of sand, ‘The Beach’ is a happy, fun-loving, playful character, truly reflecting the online travel agent’s brand fun personality and was created by the online travel agent’s creative agency, Cheetham Bell, with media agency the7stars leading the media campaign.

The new series of the hit TV show, which follows the lives of Brits abroad at the Solana Hotel is filmed at the ever-popular Sol Pelicanos Ocas Hotel in the heart of Benidorm and will hit the screens on Wednesday 28 Feb at 9pm on ITV.

A special one-off show ‘Benidorm: 10 Years on Holiday”, a documentary celebrating 10 years of the show, will air tonight at 9pm.

Benidorm and the Costa Blanca region of Spain is one of the online travel agent’s most popular summer sun destinations with early booking data showing the destination is set to be the third most popular hot spot amongst its customers this summer.

Alistair Daly, Chief Marketing Officer at On the Beach comments:

Once again, we are delighted to be associated with such an iconic British comedy. The show remains a firm favourite amongst British television viewers and no doubt many of our customers and we are sure the new season will prove a big hit.”

“Benidorm is a key destination for On the Beach and has been a very popular destination amongst British holidaymakers for many years. Our booking data suggests that once again, millions of British sun-seekers will be jetting off to enjoy all that Benidorm has to offer this summer.”