Summer is when On the Beach’s brand consideration suffers the most, as we don’t have assets such as planes, check-in desks, or resort reps, whereas our competitors, like Jet2, TUI, and easyJet, who outspend us by an average of 85%. We needed to show what makes holidaying with On the Beach different and more fun to increase consideration and increase website visits.
On the Beach’s holiday perks and brand quirks are what set us apart from competitors, so our idea was to weave this brand personality into a media sponsorship to create entertainment which celebrates all things beach holidays, outshining our competitors within a key media channel – audio. Enter Magic Radio’s Breakfast show. Not only was the audience a perfect fit for our pleasure-seeking holidaymakers, but the humour and energy of the show perfectly matched with On the Beach. Together, we created “Magic On the Beach”, a year-long partnership that included audio idents and ads, social media, video content, talent, competitions, and even a live broadcast from Gatwick Airport.
The campaign produced truly Magical results: boosting brand consideration to On the Beach’s highest level to date, overtaking Thomas Cook and closing in on easyJet, contributing to record-breaking H1 revenue of £73.2m. The campaign won us “Best Commercial Partnership” at the Audio & Radio Industry Awards (ARIAS), as well as "Best Use of Audio" at the 2023 Campaign Media Week Awards.