Brief
Create an original, genuinely newsworthy story for a leading adventure travel specialist to generate coverage in news pages in addition to travel sections.Concept
Mobile Phone Free Holidays – a clever idea tapping into the public mood to generate coverage outside the travel pages at a time when people were increasingly irritated by other holidaymakers constantly on their mobile phone whilst on holiday.Campaign
The client had to create some genuine ‘mobile-phone-free’ departures for the story to be taken seriously.A dedicated press release was produced, detailing rationale for the campaign and providing details of the trips. It also contained quotes citing examples of when special moments were ruined by a mobile phone going off.
It was distributed widely to national and regional news press, travel editors and freelancers and news wire agencies.
Result
Achieved global coverage including half a page in the news section of the Sunday Telegraph, glossy magazines including Conde Nast Traveller and The Sunday Times Travel Magazine, widespread coverage in UK regional press and radio interviews (BBC Five Live and local radio stations).International news coverage from countries as far afield as Canada and Australia. Generated numerous enquiries/bookings and greatly enhanced brand awareness.