Travel firm On the Beach has hijacked a Chanel fashion show taking place in Manchester’s Northern Quarter with a series of brazen out-of-home activations.
Comparing the designer brand’s frankly eye-watering prices to its own cut-price holiday deals, On the Beach’s rapidly-deployed tactical ads drove home its competitive pricing proposition.
One of the holiday operator’s ads for example featured an image of a Chanel handbag with the words: “This bag’s £5,093 cheaper in Turkey. (May as well get some sun while you’re there too).”
Another read: “£4,810?! Timothée [Chalamet] and Kylie [Jenner] could get an all-inclusive, loved-up fortnight in Benidorm for less than this bag’s strap.”
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A star-studded celebrity guest-list was in attendance at the event including Chalamet himself, as well as Victoria Beckham and actress Kristen Stewart.
“Our head office is in Manchester so when we heard Chanel was coming to town we couldn’t help but get involved,” On the Beach chief customer officer, Zoe Harris said.
“Let’s be honest, what would you rather have, a Chanel bag or a couple of two-week, all-inclusive holidays to Turkey, New York or Dubai? I’m sure some of the celebrities and superstar models in attendance will have seen our ad and will be getting on our site to ‘bag’ themselves a bargain tomorrow.”
On the Beach’s mobile ads were driven around central Manchester before being parked at the entrance of the fashion show. The firm also reserved a nearby digital billboard on Oldham Street.
