Campaign Stats:

  • 94 Pieces of coverage
  • 47 Million coverage views
  • 241 social shares
  • 2.93 Million print circulation

Campaign Highlights:

4media group worked with one of UK’s most iconic brands, British Airways on an integrated campaign the promotion of their January sale. The campaign centred around the death of the two week holiday and incorporated international research, broadcast and news generation elements, as well as a video with campaign spokesperson, Nick Hewer.

The research, conducted by our in-house research company, Atomik Research, revealed that more than half of the population (52%) have left over holiday allowance – the majority of which (64%) have ended up losing days completely. With the best part of a week (four days) being lost by Brits on average, the research proves how the nation is missing out on valuable holiday time.

Our media team generated 19 media interviews including 8 regional BBC slots, an appearance on Sky News Sunrise and a range of other local, commercial interviews.

The story also landed on 40 pieces of news coverage across print and digital publications. Highlights included cuttings in the Daily Express, The Sun, The Daily Mirror, The Scottish Sun and The Scottish Daily Mail, and articles on Yahoo, MSN, The Guardian, The Mirror, Huff Post UK,, Stylist, Good Housekeeping and Shortlist. View the coverage book here.

Nick Hewer, British Airways Sky News Sunrise
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