A Bold Step into the Republic of Ireland
Travel company On the Beach has officially launched a campaign to mark its expansion into the Republic of Ireland. This exciting move is accompanied by an innovative out-of-home (OOH) campaign featuring the beloved TV personality Paddy McGuinness.
"Booking Amazing" Campaign by Quiet Storm
The campaign, titled "Booking Amazing," was crafted by the creative minds at Quiet Storm. It centers around a vibrant out-of-home strategy, with McGuinness as the face of the campaign. Seb Jamous served as the creative and art director, while Will Hislop took on the role of copywriter.
Eye-Catching OOH Displays
The OOH campaign showcases McGuinness against a striking bright yellow background. The advertisement features bold, white capital letters that read: “What’s big, bright yellow and makes your holiday …king amazing?” with McGuinness’ face partially obscuring the penultimate word. This clever play on words references a previous On the Beach film ad where McGuinness’ phrase “booking geniuses” could be misinterpreted as a cheeky swear word by TV viewers.
Extensive Campaign Reach
The campaign will be highly visible across Dublin, utilizing billboards, bus sides, and digital displays. Additionally, it will be supported by TV, social media, and radio ads throughout the country. Media planning and buying for the campaign were managed by Goodstuff, which secured the account in 2021.
Enthusiastic Launch Remarks
Caspar Nelson, the marketing director at On the Beach, expressed his excitement: “After a standout year for our business with bookings at record levels, we are thrilled to be launching in Ireland with our new campaign fronted by Paddy McGuinness – everyone’s favourite man of the people who, when it comes to a jolly and getting more beach for his buck, knows a thing or two, just like our customers.”
Returning TV Campaign with a Twist
Simultaneously, On the Beach's long-running TV campaign is making a comeback, this time with McGuinness providing the voiceover. Titled "The Most Wonderful Time of the Year," the campaign originally launched in 2022 and features Andy Williams’ Christmas classic of the same name.
The TV spot, available in 20- and 30-second versions, depicts various family members on vacation. The voiceover questions: “Are you a smart or a silly booker? Smart bookers book with On the Beach because you get more beach for your buck, with deposits as low as €10 per person and payment plans to spread the costs.” As the family unites in a heartfelt hug, the voiceover concludes: “So stop booking around,” directing viewers to the company’s Ireland website.
Creative Insights from Quiet Storm
Seb Jamous, creative director at Quiet Storm, shared his thoughts: “We’ve always loved that On the Beach is hungry to make a splash with disruptive creative that punches above its weight. It’s worked brilliantly for them to date and we’re excited to see the campaign posted in large format OOH throughout Dublin. We can’t wait to see how the Irish public react to a sprinkling of Paddy magic.”
With this dynamic and engaging campaign, On the Beach is set to make a significant impact in the Irish travel market, offering customers an unforgettable booking experience.
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