Spoof travel website promotes 'Benidorm'

ITV is promoting its new comedy series Benidorm with a mock travel website which converts euros into the currency of "booze, fags and chips."

The site, www.solanaapartments.co.uk, was produced by digital agency Poke, and is part of a campaign to promote the show, which airs its second episode on Thursday.

The series stars Johnny Vegas as one of a group of stereotypical 'Brits abroad' on the Costa del Sol.

ITV’s in-house promotions agency, ITV Creative, produced the on-air campaign, which features clips giving a flavour of each character, using the strapline is ‘It’s a Funny old place’.

The print work, created by M&C Saatchi, captures amusing holiday snaps of the cast which are placed in the photo album of one of the show’s characters.

M&C Saatchi Group account director Jeremy Hemmings said, “Benidorm has provided a fantastic opportunity to work with producers and writers at every stage of the process to create the final campaign.”