On the Beach

Build trust and demonstrate real value to win share from traditional tour operators in a crowded, undifferentiated category.

To give people more holiday.

On the Beach understands beach holidays. They know that for their customers nothing is better than the time they spend in the sun, and so they are committed to helping them get more out of their holidays and always have the best possible experience.

From making the booking process easy, to offering unique perks like free fast track and lounge access at the airport; from great hotels and locations to peace of mind guarantee – with On the Beach, people always get MORE holiday.

“We Get You”.

We know what our customers want, so in everything we do, from campaigns, to PR, to perks, we celebrate their wonderful, all-in holiday spirit.

Quiet Storm’s first campaign from this Big Idea leant into Christmas. With a playful twist on Andy Williams’ It’s the Most Wonderful Time of the Year, we showed that for many, Christmas is only the second most exciting time – their beach holiday comes first. A time they dream about for 50 weeks. A time of freedom, when rules are relaxed, and fun is the only agenda. We wanted to celebrate this.

Launching on Christmas day, we re-wrote the lyrics to show that with On the Beach, your holiday is the most wonderful time of the year. We created 3 TV ads, one for brand and two others promoting the free fast track and lounge access perks.

As part of the launch day, aired between 9-10pm, we created a 40” of the brand ad which led with a 10” introduction from Sir Trevor McDonald, to remind viewers that Christmas may be over, but the best is yet to come.

The work that followed introduced new brand ambassador, TV personality Paddy McGuinness, across OOH, digital, and social content — using his trademark British humour to bring the wonderful, all-in holiday spirit to life.

By extending the campaign beyond TV into every stage of the customer journey – from perks to PR, CX to UTL – we made On the Beach feel more relatable, entertaining, and unmistakably in tune with holidaymakers.

The creative campaign successfully repositioned On the Beach as a fun, relatable brand that truly understands holidaymakers – driving record-breaking commercial impact and brand growth in a crowded category.

Return on investment

• £1.2B in sales (their highest ever), with 41% YOY growth in five-star holidays

• 3 consecutive years of growth, with effectiveness 4x higher pound-for-pound than competitors

Campaign and brand recognition

Campaign recognition and brand attribution were higher than average and higher than the previous ‘Ready when you are campaign’. Prompted ad awareness shifted from 13% pre-campaign to 28% post-campaign, and ad recognition and branded recognition were 54% and 23% respectively, vs. 30% and 12% respectively for the previous campaign.

Brand consideration

Brand consideration increased for users of all key competitive brands, with more and more people putting On the Beach in their top 3 holiday providers. Key message recall was very high, with 40% of people remembering the ‘perks’ benefit.

The majority of viewers appreciated the fact that the campaign portrayed a real, relatable family and agreed that it shows a sense of humour, is memorable, different, and likeable.