Campaign Stats:

  • 127 Items of Coverage
  • Estimated Coverage Views: 351K
  • Print Circulation: 1.26 Million
  • Air Time: 79 Minutes

4media group were commissioned by Scenic and Emerald Waterways to promote their travel services via an integrated media campaign. Specifically the campaign looked at the impact of Brexit on European travel. The campaign consisted of research, broadcast PR and news generation campaign and was fronted by TV presenter Amanda Lamb and MD of Scenic and Emerald Waterways Colin Downing.

The research, conducted by our in-house research division, Atomik Research, revealed that nearly half (48%) of those surveyed said they have visited an EU country in the past year. However a 26% of those said they would consider not booking a trip to an EU country because of fears around Brexit.

Some of the fears that Brits have, stem from the unknown. 51% of adults were concerned about the strength of the pound if they were to go on holiday in Europe post Brexit. Almost 48% are concerned about the rising flight prices to Europe post Brexit and 46% of adults are concerned about having access to medical care when away if they were to go on holiday in Europe post Brexit.

Other concerns include immigration restrictions whether that’s entering a country or even arriving back in the UK. According the Government’s website they state that the rules for travel to most countries in Europe will change if the UK leaves the European Union (EU) with no deal. Currently Brits can enter any Schengen area country even if their passport only has a day left before it expires – but after Brexit travellers may not be able to visit these countries unless they have six months left on their passport.

The government has advised adults and children to renew passports that have less than six months validity at the time of any planned trip. 71% of Brits say they are completely unaware of changes to passport regulations and potential disruption to travel. Despite all these worries, almost eight in ten (78%) people say they have not researched AT ALL about how Brexit could affect their holiday plans.

The campaign achieved widespread coverage across online, print and broadcast platforms. Coverage highlights included Sky News Radio, BBC Radio Leeds, BBC Radio Cambridge, BBC Radio Nottingham and more.

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