We know what you’re thinking. No, we didn’t take our clients on a health and well-being excursion. Nor has one of them unveiled a new art installation.

Teletext Holidays asked us to come up with a way to promote the final days of their summer sale, break the brand in to the wider conversation about holidays as the long summer holiday loomed, and put it front of mind for anyone who was looking for a last-minute deal.

It’s a super crowded time in the holiday space, so we knew we’d need something new, but universal, to cut through. So we brought in media research specialists 72Point to help us unearth the realities behind relaxing on holiday. Let’s face it some people are better at switching off than others – but exactly how many of us actually achieve the relaxing and restorative holiday we hope for?

The results of the research 72Point conducted identified the ‘window of relaxation’ as starting two days into a fortnight’s holiday, and ending three days before it finishes – essentially a third of your ‘you time’ is actually ‘their time’, and no holiday is actually a holiday unless it is longer than five days!

The survey of 2,000 holidaymakers also showed that pre-booked holidays caused a large amount of stress as people desperately try to get on top of their work load and complete handovers before they leave for their holiday.

Depressed yet?

We had a great morning running 18 radio interviews with media psychologist and life coach Honey Langcaster-James discussing the results of the research, why we think everyone deserves a proper break this year, and watching the coverage roll in across the Sun, Mirror, Independent, Metro and other target media – complete with links to where Brits could find their own spontaneous last-minute getaway from just £199.

For more information about the ‘Relaxation Window’, visit the Teletext Holidays blog.

Fenella T.