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On the Beach sponsors The Masked Singer

December 12, 2022

UK travel company On the Beach has agreed a new partnership with ITV Commercial for the upcoming new season of entertainment show The Masked Singer.

Airing from January 1st 2023, On the Beach’s ads will run each Saturday night during the popular ITV1 show’s commercial breaks, lasting eight weeks.

Negotiated by media planning and buying agency Goodstuff, the sponsorship will use on-air sponsorship across linear and VoD, along with being the exclusive competition partner for the show.

Zoe Harris, Chief Marketing Officer for On the Beach, said: “On the Beach is a fun and vibrant brand and together 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 fueled 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, commented: “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, added: “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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