OTA’s turn of year campaign will feature the Andy Williams track and a voiceover by Sir Trevor McDonald
On The Beach reveals ‘Most Wonderful Time of the Year’ Christmas TV ad
The advert, created by agency Quiet Storm, features the famous Christmas Classic by Andy Williams ‘The Most Wonderful Time of the Year’.
The OTA described it as “an unreserved celebration of holidays and their place as the true highlight of our year” and says it will focus on the “unapologetic joy and excitement that comes with holidaying abroad”.
As well as promotional offers for summer holidays, On The Beach will promote its free fast track security offer with all packages and free airport lounge access with four and five star bookings.
On The Beach said: “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.”
The multi-million pound campaign will run alongside out-of-home, video-on-demand, radio, digital and social adverts.
On The Beach said it “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”.
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 legendary newsreader 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 standalone TV and online ads, which focus specifically on the airport fast track and airport lounge access perks.
Zoe Harris, chief marketing and customer officer at On the Beach, said: “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, added: “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.”