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teletext holidays_ the working holiday

the brief_

Teletext Holidays, one of the UK’s most popular and well-established online travel agents, asked us to keep them front of mind during their summer sale period, generating awareness of the brand and its product at a time when late bookers may still be looking for great deals on a getaway to the sun. 


the approach_

We knew that overt sales messages aren’t well received by the media, but with no ‘news’ announcement, we had to create our own. Using omnibus survey data, we identified a hook around how much time Brits spend working while they’re on holiday – over a third, it transpired. By releasing the story just as those same Brits geared up for their annual summer break, we could position Teletext Holidays as the champion of ‘the full fourteen’, and kick start a conversation around how we all deserve a proper holiday this year.

Alongside a targeted and dynamic media sell-in, a full morning of radio interviews with a psychologist were arranged, in which the benefits of fully ‘switching off’ were discussed with listeners across the UK.


the result_

More than 21 radio interviews were conducted, with a combined reach of over 2.8 million. The total online reach of the coverage exceeded 285 million, with the pieces carrying an average SEO backlink domain authority of 72.

Teletext Holidays themselves were then able to take data unpinning our story and use it as the raw material for a series of social posts and conversation starters with their community – extending the shelf life of the piece and enhancing their ROI further.