LONDON, UK — On the Beach, the UK’s biggest beach holiday specialist, is launching a new Summer 2022 TV campaign, created by Quiet Storm, and launching on Christmas Day. Focusing on the unapologetic joy and excitement that comes with holidaying abroad, the campaign also launches brand new, compelling customer offers from On the Beach: Free Fast Track Security with all package holidays, and Free Airport Lounge Access with all 4* and 5* bookings.
For many, it’s not Christmas, but our summer holiday (that week or two in the sun) that is really the most wonderful time of the year. And On the Beach gets that.
Set to the soundtrack of the Andy Williams’ Christmas classic ‘The Most Wonderful Time of the Year’, the campaign is an unreserved celebration of holidays and their place as the true highlight of our year, and features re-worked lyrics to match. The TV and online ads focus on a family filled with joy and excitement. But as the music kicks in, we soon discover that this is not another Christmas ad, and that the family’s delight is sparked by the fact that they have booked their summer holiday with On the Beach.
After two years of Covid-related travel disruption, On the Beach wants to ensure that customers get the holiday experience they deserve, and can squeeze every grain of fun out of their beach break. That includes starting their holiday from the minute they get to the airport, with the introduction of its brand new and industry-leading offers: Free Airport Fast Track through security and Free Lounge Access*.
The multimillion pound campaign – which alongside TV will also include out-of-home, video-on-demand, radio, digital and social adverts – moves the brand into new strategic territory, focused on building on the awareness achieved through its previous campaigns to increase brand recall and consideration amongst consumers.
The TV ads will air with a ‘roadblock’ launch at 9.15pm across all major stations (ITV, ITV2, Channel 4 and Channel 5), and featuring a voiceover introduction from the unmistakable Sir Trevor McDonald with the words “And now an update from On the Beach. The most wonderful time of the year is actually just around the corner. So stay tuned, and happy holidaying.”
Along with the main brand TV ad, the campaign also features two stand alone TV and online ads, which focus specifically on the Airport Fast Track and Airport Lounge Access perks that On the Beach customers get with their holiday booking.
Zoe Harris, Chief Marketing and Customer Officer at On the Beach, says: “Sunshine, getting up at midday and not having to think about cooking or washing-up… holidays are hands down the most wonderful time of year and we’re thrilled to have created these ads with Quiet Storm to show the pure joy and celebration that comes with our annual stint in the sun.
On the Beach absolutely gets just what a holiday means to our customers – more so than ever after two Covid-disrupted years for travel – and we’re so excited to be able to give those customers something to make their holidays even more special with our brand new Free Airport Fast Track and Lounge Access offers.”
Trevor Robinson OBE, founder and executive creative director of Quiet Storm, says: “The team have captured real people’s emotions around the reality of summer holidays abroad. Adland too often depicts holidays as sun-kissed, stress-free cliches! We wanted to playfully capture the joy of family holidays abroad as well as the inevitable chaos of airport security and never-ending check-in queues. Which if you book with On the Beach, you get to avoid! We’re very proud of this campaign which really champions the customer.”
*On the Beach customers will receive Free Airport Fast Track through security with all package holiday bookings, and Free Airport Lounge Access with all 4* and 5* bookings. Terms and conditions apply.
CREDITS:
Executive Creative Director: Trevor Robinson
OBE Planner: Anna Coscia
Art Director: Seb Jamous
Copywriter: Harry Iddon
Account Director: Manisha Pochun
Agency Producer: Alex Azis
Photographer: Alberto Escudero
Director/ Production Co Silvia Esquivel / Virtal Films
Producer: Alex Azis
Editor: Dave Owen
Post Production: Dave Owen
Sound Design: Virtual Sounds
Music Supervisor: Toby Slade-Baker
DoP: Marcus Autelli
Media planning/buying: Good Stuff
