Rock legend Iggy Pop will once again front On The Beach’s new year advertising campaign, which the OTA says “moves away from a traditional direct-sell approach” and instead “emphasises the truth that at some point, someday, we will all be able to go on our dream holiday again”.

The advert is due to air for the first time during Britain’s Got Talent on Christmas Day, before running across TV, online and social media.

The company said the advert “reflects on all the restrictions the pandemic brought, drawing on the details that made 2020 one of the most memorable years ever, before looking forward to a more positive 2021”.

Steve Seddon, brand marketing director, added: “It’s been a tough year for everyone, not least for the travel industry.

“This year we wanted to take the opportunity to share with the nation a sentiment of looking forward to better things to come, as we all reflect on 2020 this Christmas.

“We believe 2021 will be a more positive year for us all – and the beach is going nowhere, it’s ready when you are.”

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