4media group recently worked with Europcar to explore Brits' travelling habits. The campaign consisted of research and broadcast elements in order to promote awareness of the brand.

The campaign was fronted by renowned comedian and broadcaster Shappi Khorsandi, who was able to not only boost coverage opportunities, but also provide a light-hearted take on why Brits just can’t leave their home comforts at home.  

The Campaign

New research by Europcar has found that 51% of UK adults cite the ease of travel as their reason for choosing to stay in the UK for a holiday than to travel abroad. Jumping in the car with the whole family and getting on the road is something that is appealing to many more Brits. 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. 

And that’s just the start of it, with other food staples high on people’s lists. The UK’s love affair with biscuits holds its own, as one third (32%) pack biscuits, and 29% of people pack crisps. Chocolate and prosecco/beer/wine have equal chances of being packed with just under a quarter of people going for those. 

The research also looked into why staycations are on the rise and found that the top reasons people chose to stay in the UK include the ease/flexibility of travel (55%) and exploring a new location (54%). Two in five enjoy the ease of communicating in their own language (40%).  


The coverage for the campaign included 18 broadcast interviews, including 9 BBC Radio interviews, such as BBC Scotland, BBC Wales, BBC Manchester, and BBC Devon, as well as interviews with BFBS Radio UK, Swansea Sound and more.


Coverage Highlights