Teletext Holidays - the working holiday
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.
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
as seen in_
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.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.