Relations Group companyTravel and leisure · Blue Monday 2025
Riviera Travel takes on the Blue Monday gloom
Riviera Travel joined the Blue Monday 2025 conversation on BBC local radio with a story about water, wellbeing and travelling alone. The campaign achieved 10 items of coverage and a combined reach of 1.6 million.
- Items of coverage
- 10
- Combined reach
- 1.6 million
- Time on air
- 1h 06m
- Return on investment
- 20:1
Listen: BBC Radio Hereford and Worcester, 12m 41s
The brief
Riviera Travel wanted to lift winter spirits by giving people a trip to look ahead to. River cruises, escorted tours and holidays for people travelling alone were the products in the frame.
The angle
January is a hard month, and 27% of adults report feeling lonely around Blue Monday. Time near water is linked to lower stress, and in 2024 women accounted for 78% of people travelling solo. Blue Monday is a fixture in producers' planning diaries, so a positive story with fresh figures stands a strong chance.
On air
Riviera Travel put forward one of its experts in water-based holidays.
The result
The campaign delivered 10 items and 1 hour 6 minutes on air, reaching 1.6 million with a 20:1 return on investment. Highlights included BBC Radio Hereford and Worcester, BBC Radio Shropshire and BBC Radio Cambridgeshire.
Coverage highlights
- BBC Radio Hereford and WorcesterBBC radio
- BBC Radio ShropshireBBC radio
- BBC Radio CambridgeshireBBC radio
What the budget bought
| Campaign budget | £4,000 |
|---|---|
| Coverage delivered | £5,650 |
| Advertising value equivalent | £26,738 |
| PR value | £80,214 |
| Return on investment | 20:1 |
Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.
Travel brands can sell the idea of a holiday on radio by talking about wellbeing first and destinations second.
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