Dani and Danny Dyer react to billboard blunder in launch episode of new series

Jeremy Clarkson has his farm and Jamie Oliver saved school dinners, and now it's time for Danny Dyer to take the reins as he is on a mission to save the great British holiday.

With plans to revive a caravan park and turn it into the place he loved visiting in the '80s, he – along with daughter Dani – arrive in Priory Hill in Leysdown, Kent with big ideas to run a caravan park and bring back the spirit of classic family getaways.

But it comes as no surprise that running a caravan park is no easy feat, and the pair don't begin on their best foot when creating a billboard. Though with good intentions, the father and daughter duo create a billboard that almost no one pays attention to, until it gets vandalised, and doesn't leave a lasting impression on the staff at Priory Hill.

Prior to creating the billboard, the Dyers hadn't cleared their creative plans with the staff, with Dani telling Radio Times: "I don't know why we didn't, really. I think we got a little bit excited and we wanted it to be something that was jaw-dropping, and then people would drive past and be like, 'Oh my god, what is this?'"

Danny added: "They had no advertising on the Sheppey Bridge and there's a couple of rival caravan sites. [But] I went for the wrong option. I wanted people to look [and go], 'What is that? Oh, I see it's a caravan site.' But yeah, the staff hated it."

While the billboard didn't drive many sales, it certainly got the attention of some people, with Danny noting that an expletive image was then drawn onto the billboard, and soon realised it may have been a good idea to approach the staff beforehand.

"We didn't really get their approval. We just went straight up with it," Danny told Radio Times. "I asked the designer to go crazy, and he sent me over a few mad ones, but this was the one where I thought, 'Oh they're gonna love this.'

"And I'm tongue in cheek and I didn't want it to be too serious. But I realised that with advertisement, you've got to be quite careful, and it was their brand. I used a pun with the nuts thing, but anyway, they hated it. And we got b*****ked, and it turned out they were right."

After the failed billboard, the stuff eventually made their own, but Danny doesn't see it as a waste of his money and rather a learning curve.

"That's what's good about the show. We're learning on the job, and you're watching us learn, and sometimes we've got things right," he said.

The Dyers' Caravan Park launches on Monday 24 February on Sky One and NOW – find out more about how to sign up for Sky TV.

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