The company is also introducing a new strapline “Totally Beachin’ Holidays”.
Chief marketing officer Alistair Daly explains that the company has built a strong online presence but as it enters its 10th year of activity it needs to grab more attention in the offline world.
“We have built a really successful business online through SEO and we have incredibly high awareness in that world but we have low awareness in the offline world.
“We feel broadcast advertising, particularly TV, allows us to build that awareness with people who have not holidayed with us. It’s to get on the consideration set and build brand engagement.”
Daly adds: “The ads are ultimately positioning us as a credible player in the holiday market – we have got to tell people who we are.”
The ad features a humorous character and emphasis that the company specialises in beach holidays. It launches on Boxing Day in the Midlands region, which contains two major airports, and will be rolled out if judged successful. The ads have been created by CheethamBellJWT.
On The Beach is competing against other pure play online companies such as Travelzoo and Expedia as well as the legacy tour operator companies, such as Thomas Cook and Thomson, owned by TUI Travel.
The latter two are looking to drive sales online and have both unveiled marketing strategies for the vital post Christmas booking period.
Looking at challenges for the holiday sector Daly says that mass public take up of mobile tablets are going to be a game-changer for the market and adds: “The real challenge is making sure you have an omnimedia view of the world. If your platforms are not joined up then you are going to lose.”
On The Beach was recently bought by Inflexion Private Equity from SIS Equity Partners.