Brief: Bring to life Monarch’s sponsorship of Birmingham’s city centre urban beach.

Our audience insight: “I love the idea of a beach in Birmingham city centre, but why should I keep coming back?”

Activation: We changed the food, decor and entertainment at the beach every week to highlight a different Monarch destination. The campaign included one-off events such as a beach wedding, outdoor film screenings and a club night from Hed Kandi.


Results: We looked after 155,061 people at the beach, which generated £3.3m of press coverage. 26% of visitors to the beach came back more than 5 times, 96% of visitors enjoyed their visit, 71% mentioned Monarch’s involvement and 55% said the experience would make them consider booking with them. Monarch Holiday bookings from Birmingham were 186% higher than bookings from other UK towns for the period, and bookings for Monarch flights from Birmingham experienced a 30% increase during the 14 week run.