Travel brand On The Beach has enlisted the services of TV personality Paddy McGuinness to help launch on the Irish market with a new campaign.

Created by London-based agency Quiet Storm, the bold creative will mark the first time the brand has produced an out-of-home campaign, which will be supported by additional executions across TV, social media and radio.

Set against a vibrant yellow background, the cheeky billboards will read: “What’s big, bright yellow and makes your holiday …king amazing?” followed by: “With deposits as low as €10 – On The Beach.”

“After a stand-out year for our business with bookings at record levels, we are thrilled to be launching in Ireland with our new campaign fronted by Paddy McGuinness – everyone’s favourite man-of-the-people who, when it comes to a jolly and getting more beach for his buck knows a thing or two, just like our customers,” On The Beach marketing director, Caspar Nelson said.

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The campaign is referencing last year’s controversial ‘Booking Genuises’ ad which drew in numerous complaints after viewers erroneously accused McGuinness of saying ‘f*****g genuises’.

Quiet Storm creative director, Seb Jamous added: “We’ve always loved that On The Beach are hungry to make a splash with disruptive creative that punches above its weight.

“It’s worked brilliantly for them to date and we’re ***king excited to see the campaign posted in large format OOH throughout Dublin. We can’t wait to see how the Irish public react to a sprinkling of Paddy magic.”