St Luke's Helps You 'Lounge On' in Latest Campaign for On the Beach

Following the announcement of the agency’s appointment in November, St Luke’s has launched its first multi-channel campaign for On the Beach, to introduce its new positioning and the brand line “Lounge on".

The launch campaign will feature one 30 second TVC, two 10 second TVCs, two 30 second radio spots, digital banners, and London focused OOH.

Both the TV and OOH creative were shot on location through The Farm and St Luke’s production company, Apostle and were directed by Sye Allen.

The campaign is built on the insight that although sunny beach holidays are much longed-for by the nation, finding and booking the right one can be stressful.

The 30 second TVC uses comedy to show how, from the moment you book with On The Beach, you are already in holiday mode. In the ad we see a man relaxing throughout the whole holiday process; he makes his booking during his commute, goes through the airport, arrives at the hotel and finally enjoys a glorious beach with his family all while stretched out on a sun lounger. To emphasise how effortless the process is for the holiday-maker, the TVC moves through all the locations using one continuous shot.

The spot closes with the line “Lounge On Beach Lover, Lounge On” and is voiced by actor Will Mellor, who also features in the radio ads. 

The company, which now has a 20% share of the online short haul beach holiday market, is recognised for its success in disrupting the market with its scalable, innovative technology, strong customer value proposition and low cost base. 

Alistair Daly, Chief Marketing Officer at On the Beach said:  “This campaign harnesses the cheeky personality of the brand, whilst also communicating our crucial differentiating product features.”

Al Young, ECD at St Luke’s said, “This ad launches “Lounge On” as the new long-term platform for all On the Beach communications, highlighting their strength as the provider that makes every step of planning your beach holiday relaxing.”