The nation has a growing appetite for more adventurous holidays with the number of Brits venturing beyond Europe and North America on holiday more than tripling in the last 30 years. However, this increases the need for people to consider holiday health precautions before they travel.
We were briefed to raise awareness of how these changing holiday habits could be putting people at increased risk of travel-related diseases.
The scale of the issue was first established through commissioning new research that suggested only 17% of UK holidaymakers always get a travel health risk assessment before going abroad.
Experienced adventurer Ben Fogle and TV Doctor Christian Jessen were brought on board to spearhead the campaign. Interviews with our ambassadors plus the research results all helped drive national coverage.
Placement of interviews with our ambassadors with the Press Association additionally saw content syndicated to 90+ regional titles across the UK.
We also outreached to medical trade titles and implemented a social media campaign across Twitter and YouTube, driving engagement and click-through rates far above platform benchmarks.
The campaign achieved coverage in a host of national and regional media outlets, exceeded expectations in terms of social engagement, and drove a significant increase in traffic to our client’s dedicated travel health website.