Highlight:
400 pieces of earned coverage globally, including 12 airings on television across the United States and United Kingdom.
Case Studies
BRITISH AIRWAYS RESEARCH & MEDIA CAMPAIGN
Challenge:
British Airways approached 4media group for help with its January sale through market research. The challenge behind this is that many companies in the travel industry hold sales at this time, and this is also the most popular time of the year to book a holiday. As well as this, British Airways holds sales across different counties, so they needed an engaging campaign that would work globally.
Solution:
We conducted research in 13 different markets all across the world, which allowed us to make comparisons between many countries. The research for the UK market focused on the fact that the number of people taking two weeks is declining due to concerns about taking time off work. The research in the US focused on how long it takes people to unwind after a holiday. This allowed us to create a league table of what country takes the most holiday annually.
Outcome:
The results of the campaign revealed that globally, people in the UK take the least holiday, compared with people in Japan, who take the most. This generated over 400 pieces of coverage globally, with 12 airings on television across the US and UK. The campaign had a successful global reach, with extensive research across several different markets.