The
Brief

Hatch was tasked with delivering a one-off PR activation/campaign to a budget of £5k to generate widespread coverage across a mixture of print media and online.

Target media was across national print publications, with glossy magazines being a key focus, too. Online coverage was to be quality and meaningful, with online news websites requiring a minimum of 40 Domain Authority.

Oliver’s Travels was also looking to increase brand awareness in the UK amongst the core demographic of middle-class families via relevant, beneficial brand partnerships.

The
Solution

/ PR

/ Partnerships

/ Launch

We commissioned a national research project, generating survey data to underpin our activity. Using a three-pronged approach, we utilised the Oliver’s Travels database and wider traveller insight to create the dream ‘Family Lounge’ and lobby for airports and passengers alike to back the campaign, with a long-term view of rolling out the concept as a trial at a partner airport.

1. Research – we commissioned a survey centered around family travel to unearth what parents find most stressful about going on holiday with their children and what they’d like to see change.
2. Artist’s impression – Using the insight from our survey, we commissioned an artist impression of the ideal Family Lounge – visual asset illustrating the demands and requirements of UK family travelers. This impression was used alongside a press release calling for people to back the campaign for better family facilities and to request they sign an online petition.
3. Media outreach – We issued our findings nationally and regionally based on the data breakdown to give us a wider coverage reach.