Campaign Statistics:

  • Items of Coverage: 22
  • Air Time: 91 Minutes
  • Audience Reach: 1.82 Million
  • Coverage Views: 77.4K
  • Circulation: 1.18 Million

4media group were commissioned by James Villas Holidays to look at the excuses Brits make to celebrate via an integrated PR campaign. The campaign consisted of research of 2,000 UK adults, conducted by our in-house research division, Atomik Research, which supplemented a broadcast day and a news generation project. The broadcast day was fronted by Presenter and Diversity Dancer, Jordan Banjo alongside, Susie White, Marketing Director at James Villas. 

The research revealed that when it comes to marking birthdays and big anniversaries, Brits love to celebrate in style! 2 in 5 Brits admit to making a fuss of their birthdays, with 20% going the extra mile to mark a milestone birthday. In fact, 57% spend more on a special birthday than they would on any other year. 

And it seems more and more of us are prepared to leave these shores in search of the perfect holiday destination to acknowledge our big day. The research, commissioned by James Villa Holidays, reveals that 24% of Brits want to be spoilt on their birthday with a trip abroad, with 21st, 40th and 50th birthdays the most likely to be specially observed. 

But it’s not just birthdays that are popular for foreign destinations. A quarter (25%) of married couples would consider marking their Silver, Golden or Diamond wedding anniversary overseas, and more than 1 in 10 Brits who are reaching retirement age would start their “work free” lifestyle abroad!  

In any case, when it’s a big milestone abroad, privacy is key. 85% of Brits consider privacy for their group an important factor. And it seems we are seeking more private holidays away from the hustle and bustle of hotels where loud neighbours (41%), expensive food (40%), and poor-quality amenities (39%) feature as the main bothers of Brits when staying in a hotel. 

The integrated campaign secured extensive media coverage across print, online and broadcast platforms. Highlights include The Sun online, The Scottish Sun online, The Irish Sun online, The Sun on Sunday, BBC Radio West Midlands, BBC Solent, BBC Leicester, BBC Devon, BBC Shropshire, BBC Hereford and Worcester, BBC Suffolk, BBC Guernsey, TalkRadio and more!  

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