On the Beach turn of year marketing achieved the highest uplift in advertising awareness of any brand in the UK, new analysis shows.
The online travel agent took the title as December’s ad of the month after many brands released Christmas adverts.
On the Beach’s turn-of-year TV marketing campaign, featuring the voice of rock star Iggy Pop, homes in on the restorative and calming effect of beach holidays.
Podcast: Turn-of-year TV travel ads reviewed
The multi-million pound ‘Everything’s Better On the Beach’ campaign represents a shift away from the OTA’s former ‘the Beach’ sandcastle character featured in its TV adverts since 2017.
YouGov BrandIndex data reveals the ad awareness score – whether someone has seen or heard an advert by a brand in the past two weeks – for On the Beach improved by 6.8 percentage points following the release of the advert in mid-December, giving the travel retailer a final score of 9.7.
The advert, featuring a young boy relaxing on the beach after a disastrous football game, reached the brand’s target audience well.
Across the month, ad awareness scores among consumers who say that beach holidays are their preferred type of getaway rose six fold, with a final score of 14.5 compared to 2.2 at the beginning of December.
The advert has boosted On the Beach’s awareness score – which asks if someone is aware of the brand or not – among fans of beach holidays, with a 11.3 percentage point increase giving the brand a score of 54.6 at the end of the month.
On the Beach’s consideration score, which asks whether someone would consider purchasing from the brand, also rose following the release of the advert – and importantly rose more among those looking to book a holiday for 2020, according to YouGov BrandIndex daily measurements of consumer perception of brands.
Among all consumers, On the Beach’s ‘consideration score’ rose to 9.2, up from 7.1 at the start of the month.
“Among those who say they are likely or very likely to use a travel service in the next 12 months, the consideration score rose to 14.7 at the end of the month, a 50% increase on the start of the month,” YouGov UK head of data products, Amelia Brophy, said.
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