Magic On the Beach – A Breakfast Partnership

Client: On The Beach

Summer is when On the Beach’s (OtB) brand consideration suffers the most, as, unlike our competitors, Jet2, TUI, and easyJet, OtB does not have assets such as planes, check-in desks, or resort reps. Additionally, these competitors outspend Otb by an average of 85%.  

Against a cost-of-living crisis and holiday-cutting backdrop, we needed to show what makes holidaying with OtB different and more fun, to increase consideration and website visits.

OtB’s holiday perks and brand quirks are what set us apart from competitors, celebrating the unadulterated joy of beach holidays as the best time of your year. We were on the lookout for a marquee media sponsorship property to bring this to life, so when Magic’s Breakfast Show came up for sponsorship, we had our beach towel down in a flash.

Going way beyond sponsorship, we created ‘Magic On the Beach’: the most energetic, integrated, sun-soaked, content-rich, and business-boosting partnership Bauer, On the Beach, and the category have ever seen. It contributed to record-breaking revenue, consideration levels, booking value, and site visits for On the Beach. Pure media Magic.