On The Beach: Creating a Unique Brand in the UK Travel Market
In the highly competitive UK travel market, standing out from the crowd is essential. On The Beach, a leading online travel brand, has found success by developing a “decommoditised” brand that sets it apart from its competitors.
Founded in 2004, On The Beach has grown to become a major player in the short-haul beach holiday market, capturing over 20% of online sales. With a prompted awareness level of 88% and record-breaking financial results, the brand’s unique approach is clearly resonating with consumers.
Decommoditising the Brand
CMO Zoe Harris explains that On The Beach’s strategy revolves around “decommoditising” both the brand and its holiday offerings. The goal is to clearly communicate why customers should choose On The Beach over other options in the market.
This message is consistently conveyed across all channels, whether it’s performance-based or brand-focused. By maintaining a cohesive and distinct brand identity, On The Beach has been able to maximize the effectiveness of its marketing spend.
Appealing to Game Theme Lovers
For game theme lovers over 21 years old, On The Beach offers a unique travel experience that goes beyond the ordinary. With its decommoditised brand, the company aims to provide an exciting and immersive vacation option that aligns with the interests of this target audience.
By understanding the preferences and desires of game theme enthusiasts, On The Beach creates tailored holiday packages that offer an unforgettable adventure. From themed accommodations to exclusive experiences, the brand ensures that every aspect of the trip caters to the interests of its customers.
Quote from Website Author: “Creating Unforgettable Experiences”
“At On The Beach, our mission is to create unforgettable experiences for game theme lovers. We believe that travel should be an adventure, and our decommoditised brand allows us to deliver unique and immersive vacations that go beyond the ordinary. With our tailored holiday packages and commitment to excellence, we strive to exceed the expectations of our customers and provide them with memories that will last a lifetime.”
Conclusion: Standing Out in a Competitive Market
In the fiercely competitive UK travel market, On The Beach has successfully differentiated itself through its decommoditised brand. By consistently conveying its unique value proposition and catering to the interests of game theme lovers, the company has captured a significant share of the online sales market. With its record-breaking financial results and high prompted awareness level, On The Beach’s approach serves as a testament to the power of creating a distinct and memorable brand in a crowded industry.
George Barham, an accomplished journalist and avid gambling enthusiast, serves as the esteemed Editor-in-Chief at fly-to-australia.com, Australia’s leading source for comprehensive gambling news and insights. With an unwavering passion for both the written word and the ever-evolving world of betting and gaming, George brings a wealth of knowledge and expertise to the helm of our editorial team.
