VoucherCodes x On The Beach: Making Waves with a Full-Funnel Affiliate Strategy

The Challenge

In a competitive travel market where share is hard won and harder kept, On The Beach needed more than a voucher partner. With consumer confidence fragile and rival operators fighting for the same bookers, the brand needed a strategy capable of driving genuine market share growth, acquiring new customers, and delivering high-value bookings at scale.

The Strategy

VoucherCodes repositioned itself from standard affiliate partner to full-funnel strategic collaborator. Rather than relying on discount mechanics alone, the partnership was built around a data-led, multi-channel approach designed to maintain top-of-mind awareness across the travel calendar while ensuring growth did not come at the expense of quality. First-party data was enriched with third-party insights to pinpoint high-intent travel bookers, and minimum-spend rewards were introduced to protect average order value.

Execution and Innovation

The campaign integrated national TV exposure, exclusive PPC rights, Paid Social campaigns and onsite placements into a single, coordinated performance engine. A dynamic test-and-learn methodology kept the strategy responsive across the year. Crucially, VoucherCodes pushed the boundaries of what an affiliate partner can do, pioneering publisher branding within TV advertising and blending brand-building activity with performance-led tactics in a way that challenged traditional channel boundaries.

Results

The strategy resulted in a 2,156% YoY increase in merchant sales; 16% growth in average order value and 58% of all transactions from first-time bookers.

Judges' Verdict

"This campaign proved that affiliate-led strategies can effectively lead above-the-line brand activity."

"A masterclass in operational maturity and innovation, integrating enriched data and precision targeting into a highly sophisticated multi-channel strategy."