Named The Beach, the OTA said the creature would be made “entirely out of sand”, further describing it as a “happy, fun-loving, playful character, truly reflecting [On the Beach’s] beach holiday offering”.

The Beach will make its first appearance during an advert airing on Christmas Day.

The concept was created by Manchester-based agency Cheetham Bell JWT in Majorca - one of On the Beach’s most popular destinations.

To create the sand-like effect, the character’s suit has been made by prosthetics supplier Millennium FX.

Media agency The7Stars will run the ad across TV, outdoor, digital, sponsorship and social media platforms.

On the Beach will also continue its sponsorship of ITV comedy series Benidorm, which returns to screens from February 28.

Tanasè Rivers, head of retail marketing at On the Beach, said: “This is our biggest marketing campaign to date and we are sure it will prove a huge success.

“The new campaign and TV ad perfectly communicates our position as beach holiday specialists and ‘The Beach’ is a fantastic character who will no doubt prove a big hit amongst new and existing customers.

“Holidays are all about relaxing and having fun and our new ad truly reflects our product and indeed our brand personality.”

Martin Smith, creative director at Cheetham Bell JWT, added: “We’re delighted to be working with On the Beach again. On the Beach is all about the beach, so who better to have as our brand ambassador than a character made completely out of sand.

“He is what holidays are all about - he’s fun, playful and the catalyst of good times.”