Campaign Stats:

  • 21 Items of coverage
  • Coverage Views: 46.8K
  • Circulation: 1.82 Million

Campaigns Highlights: 

  • The Daily Mirror
  • The I
  • The Sunday Mirror
  • The Sunday People
  • The Sunday Mail
  • The Daily Star on Sunday

4media group worked with travel site, Travel Republic, on a news generation campaign aimed at boosting brand awareness. The news generation campaign focused around research, run by our in-house research division, Atomik Research, which looked at the nation’s biggest beach bugbears.

The research found that people leaving litter behind/rubbish in the sea was the nation’s biggest issue with going to the beach (49%). This followed by bot having anywhere safe to leave your valuables if you want to go for a swim (35%) and going in your food (33%).

The survey also revealed Brits’ top three demands for better beaches: proper showers and changing rooms (45%); waterfront bars (35%) and comfier sun beds (35%). Children-free zones, a ban on salesmen, free Wi-Fi, parasols with built-in phone chargers and a call button in sun beds to summon a waiter were also on the list.

Free Wi-Fi and Parasols with built-in phone chargers may reflect the fact that millennials admitted to  spending an average of three hours updating social media at the beach rather than enjoying the scenery.

Despite the grumbles, nearly 60% of Brits take a beach holiday once a year, with 10% saying they go once a month. And 63% of Brits surveyed said they would still prefer a beach holiday over a city break – despite the downsides.

The news generation campaign was a great success securing 21 items of news coverage online and in print. Highlights included pieces in The Daily Mirror, The I, The Sunday Mirror, The Sunday People, The Sunday Mail, The Daily Star on Sunday and more!

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