Campaign Stats:
- 18 pieces of coverage
- Air Time: 170 Minutes
- Audience Reach: 3.57 Million
4media group worked with Europcar, on a research and broadcast campaign following the release of the ABTA Travel Trends Report that showed two-thirds (66%) of UK residents are planning a UK break this year. The campaign looked at the holiday habit of people in the UK, with a focus on how they incorporate their home comforts within their holiday. The broadcast day was fronted by comedian Shappi Korsandi.
The research run by our in-house research division, Atomik Research, found that most people (51%) holiday in the UK due to the ease of traveling. However, Brits don’t feel like they are on a proper holiday until they have travelled 119 miles from home. But long distances coupled with hot cars is a recipe for tension as 47% of Brits admitted to arguing on holiday. When asked how far into a car journey a respondent sees their first argument, on average the argument occurs after 68 miles. In terms of the length of time, arguments tend to occur around an hour (67 minutes) into a journey.
The research also mapped out what holiday-goers miss the most when they’re away, and it’s tea that tops the list for most of us when it comes to taking home comforts on the road. Of the 2,000 people surveyed, four out of five people take food and drink with them – out of which 55% of people take their tea bags.
The campaign was very successful with 18 interviews secured for the broadcast day, with highlights including BBC Scotland, BBC Radio Wales, BBC Manchester, BBC Devon, BBC West Midlands, BBC Tees, BBC Hereford and Worcester, BBC Surrey, BBC Cambridge, BFBS and more! You can view the full coveragebook here.