| Philosophy | 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 of us 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. |