On the Beach
Your jollies. Now even jollier.
On the Beach are the UK’s working class travel agent. And they’d just developed a new positioning about the pure, unadulterated joy of (on the) beach holidays, to bring more fun to an old-fashioned sector. So they got us in to bring out that sense of holiday joy and excitement across their key messaging. And the results were award-winning.
It started with a new brand strapline to sum-up how On the Beach give people even more of that holiday feeling.
Airport lounge campaign copy
To differentiate from more established rivals, On the Beach offered perks like free airport lounge access, which is a big deal if you don’t usually book one when you go on holiday.
And whereas other holiday companies might’ve said something like “enjoy an indulgent two hours before your flight”, we went ultra-specific on the whole experience, zooming into all the special little details of what’s included, to take the reader’s mind right into the middle of the lounge.
Customer emails
Their booking journey emails needed a personality transplant too, so we gave their dull and transactional automated comms loads more smile moments.
Booking reservation email
Booking confirmation email
Office artwork
We even helped holiday-up their HQ with some on-brand artwork lines.
And how did it perform?
The integrated campaign that flowed from “making everyone’s jollies even jollier” won the Marketing Week Award in the Travel, Tourism and Hospitality category.
And most importantly, it achieved brilliant results for the travel agent, as reported by Marketing Week…
“The campaign drove a 56% improvement in spontaneous awareness, 11% rise in consideration and 115% uplift in ad awareness, helping the brand win the Marketing Week Award for Travel, Tourism and Hospitality. Crucially, On the Beach’s share of branded search reached parity with Jet2, while 75% of its target audience said the ad made them more likely to visit the website.”