Campaign Stats:

  • 21 Items of Coverage
  • Audience Reach: 6.68 Million
  • Air Time: 155 Minutes

4media group were commissioned by sailing holiday provider, Sunsail, to promote their services via a broadcast media campaign. Specifically the campaign looked at the nation’s loss of survival skills and lack of adventure. The campaign consisted of research and broadcast elements and was fronted by British sailor, and first woman to sail single-handedly and non-stop around the world in both directions, Dee Caffari. Setting a world record and receiving an MBE in recognition of her achievement, Dee has also sailed around the world six times. Outside of sailing, Dee is a presenter and motivational speaker, helping to support and promote female athletes, sport and environment. 

Having once boasted the world’s biggest navy, Britain has become detached from the water that surrounds us. In fact the research, conducted by our in-house research division, Atomik Research, 94% of British adults have admitted they would not consider a sailing holiday for their next summer holiday, with a quarter (24%) identifying it being outside of their comfort zone.  

With almost one quarter (22%) of adults having never slept in a tent, and only 2 in 5 (41%) having walked 10 km or more on a hike, Britain is losing its relationship with adventure. A third of adults (29%) have described their ideal summer holiday as somewhere they’ve been before, with only 4% of adults describing their ideal summer holiday as the more extreme the better.  

Adventure travel is good for us and this research has come from sailing holiday provider, Sunsail, who has polled over 2,000 UK adults. The research has found that over half (54%) of those who identified an interest in sailing, did so due to the appealing ideal of freedom and the opportunity to explore multiple destinations.  

Sailing holiday provider, Sunsail, polled over 2,000 UK adults to find that 18-24 year olds take the most oversea holidays, with an average of 9 taken in the last 2 years, compared to just 2 by those aged 65 years and above. A fifth (18%) of those aged between 18-24 years identified they would consider a sailing holiday for their next summer vacation.  

The campaign achieved widespread media coverage across broadcast media, with highlights including Sky Sports News, BBC Radio Wales, BBC Radio Lincolnshire, BBC Radio Devon, BBC Radio Lancashire, BBC Radio Cambridgeshire, BBC Radio Leeds, BBC Radio Leicester and more!

Broadcast PR: Google - Internet Safety Day