Travel brand On The Beach has enlisted the services of TV personality Paddy McGuinness to help launch on the Irish market with a new campaign.
Created by London-based agency Quiet Storm, the bold creative will mark the first time the brand has produced an out-of-home campaign, which will be supported by additional executions across TV, social media and radio.
Set against a vibrant yellow background, the cheeky billboards will read: “What’s big, bright yellow and makes your holiday …king amazing?” followed by: “With deposits as low as €10 – On The Beach.”
“After a stand-out 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,” On The Beach marketing director, Caspar Nelson said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
The campaign is referencing last year’s controversial ‘Booking Genuises’ ad which drew in numerous complaints after viewers erroneously accused McGuinness of saying ‘f*****g genuises’.
Quiet Storm creative director, Seb Jamous added: “We’ve always loved that On The Beach are hungry to make a splash with disruptive creative that punches above its weight.
“It’s worked brilliantly for them to date and we’re ***king 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.”
3 Comments. Leave new
I don’t understand the concept of using bad language in an add. AND How that helps to sell holidays I don’t believe the mentality of the company wanting to be associated with with foul language in it add.
I just turn it off. And would not use this company to service my holiday. Thinking that that company would treat their customer in the same way.
It’s disgraceful and uncalled for .
Just attention grabbing , with no regard for common decency. .
Childish really .
Absolutely no need for it. Not funny and quite disgusting. I won’t be BOOKING any holiday through On the beach, that’s for sure.
,