'Book me': Paddy McGuinness returns for On the Beach

UK travel agency On the Beach has launched its latest activation with TV host Paddy McGuinness, in which he reprises his role as the ultimate holiday rep, under the controversial strapline of “Smart Bookers”.

The campaign has already sparked over 100 complaints to the Advertising Standards Authority, primarily regarding a perceived mispronunciation of “booking genius”, which in McGuinness’ broad Bolton accent sounds more like “fooking genius”. However, the ASA rejected the claims.

In the latest activity, once again created by Quiet Storm, McGuinness brings his trademark banter to a series of digital videos for online, social and the brand app. This is the first time he has starred outside TV and OOH advertising for the brand, which moves the campaign beyond the traditional 30-second TV spot into new media.

In the films, the former Take Me Out presenter dramatises On the Beach’s range of perks designed only for its “Smart Bookers”, from free airport lounges to personalised weather reports, designed to keep customers on board until departure, and through their holidays.

On the Beach marketing director Caspar Nelson said: “Even if you’re a smart booker there’s quite a bit to remember when you’re getting ready to swap the UK drizzle for a sun lounger. On the Beach customers have the benefit of our app to help them get organised, plus now they’ve got Paddy’s helpful video reminders to make sure their next jolly is smoother than a dolphin’s belly.”

Quiet Storm creative director and founder Trevor Robinson added: “Working with Paddy McGuinness and On the Beach has been a long-standing partnership and genuine collaboration that continues to grow creatively, right through the customer journey. Watch this space for more to come as we love to see Paddy improvising in his trademark style.”

TOPICS:advertising data-driven marketing digital marketing travel and leisure