On the Beach travel agency looking for a new PR firm
The On the Beach brief is believed to be for consumer public relations. The tour operator also parted ways with its creative boutique, Uncommon, in August.
The agency that holds the consumer public relations account, Weber Shandwick, declined to comment.
On the beach appointed Zoe Harris, GoCompare Group Marketing Director, as Group Marketing Director in November 2020, only to refuse to sell a summer vacation this year due to the uncertainty caused by COVID-19.
In May, Marketing Director Steve Seddon made a drastic shift in On the Beach’s marketing strategy, telling consumers not to spend money with the group booking vacations for July and August. He took the move as a gesture to restore consumer confidence in the travel industry.
As travel restrictions began to ease, Seddon said: “After deciding to halt sales to boost consumer confidence, everyone at On the Beach is excited for the next chapter. Watch this place… “
Harris described the move as “a fascinating opportunity to implement a pragmatic goal” – some of that action taking shape in the form of a memorable travel brand TV commercial starring Iggy Pop. For ‘Someday’, the rock star reassured travelers that beach vacations will always be there for them once the pandemic has receded.
The spot, placed on an orchestral interlude of Sunday from Iggy Pop’s Post Pop Depression album, was produced by Uncommon Executive Creative Director Sam Walker via Pulse Films. According to data from YouGov BrandIndex, it had the biggest increase in advertising awareness of any brand in the UK.
After launching on ITV’s Britain’s Got Talent on Christmas Day, it aired on TV, online and on social media until the end of February. It was also featured as part of a media partnership with Amazon Prime. The7stars took care of the media planning and buying.