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On the Beach inks exclusive Masked Singer partnership deal


On the Beach has signed a new partnership with ITV Commercial for the upcoming series of Saturday night favourite The Masked Singer.

Airing from Sunday, January 1 the Manchester-based travel company’s ads will run each Saturday night during the hugely popular ITV1 show’s breaks, lasting for the show’s eight-week primetime run.

Negotiated by media planning and buying agency Goodstuff, the sponsorship will utilise on-air sponsorship across linear and video-on-demand, along with serving as the exclusive competition partner for the show.

Top-three UK holiday retailer On the Beach sends over 1.5 million happy customers away on their perfect holiday each year, and the exclusive deal will further build On the Beach’s brand narrative ‘to make customers’ jollies, jollier.’

Zoe Harris, chief marketing officer for On the Beach said: “On the Beach is a fun and vibrant brand and we share the same pure unadulterated joy for the Saturday night show, as we do for our package holidays. It’s the perfect brand alignment – we’re bright, colourful and family-fuelled, and excited to be part of such a primetime show and, like the rest of the nation, guess who’s under the mask!”

Mark Trinder, ITV director of commercial sales and partnerships added: “We’re really excited to partner with On the Beach for this brand new series of The Masked Singer. It’s the time of year when people are thinking about where to go on their holidays, and what better escape on a Saturday night than to guess who’s behind the mask?”

Tash Hall, head of partnerships at, Goodstuff, said: “Goodstuff is delighted to have secured the sponsorship between On the Beach and the fourth series of ITV1’s ‘The Masked Singer’. This highly sought after sponsorship is the perfect fit to engage with our target audience and dominate across ITV at a key time of year for On the Beach.”

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