Campaign Stats:

  • 9 Pieces of Coverage
  • Minutes of Airtime
  • Audience Reach 86.5 Million

Eddie ‘The Eagle’ Edwards, BBC

Eddie the Eagle BBC

4media group worked on an international research and UK broadcast day with Expedia to discuss all things winter.  The campaign was fronted by the iconic Eddie ‘The Eagle’ Edwards who gave his expert opinion on why older generations love a snow holiday adding gravitas and the personal touch to the discussion.

As part of the campaign Expedia commissioned research with our in-house research division, Atomik Research, looking at what makes up the perfect ski holiday for the over 55s. The research revealed that the over 55s are less fearful of ski accidents when on holiday, compared with their much younger counterparts. It was also revealed that while danger may discourage many from taking part in a ski holiday, 72% of over 55s aren’t put off by news of accidents.

In fact 26% of the over 55s polled said that they had taken up skiing after the age of 40. When asked what attracted them to skiing, 66% of the age group said it was because it was exhilarating and a third said they are attracted to the food après ski culture.

The coverage for the campaign was exceptional and was hosted from the BBC’s New Broadcasting House. The broadcast day featured 9 interviews, including 4 BBC Radios, Talk Sport and Radio X, as well as TV interviews on BBC Sports News, BBC Sportsday and on the BBC Sport website.

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