Relations Group companyTravel and leisure · World Travel Week 2020
BVI Holidays on smarter holiday planning
During World Travel Week 2020, BVI Holidays used new research on holiday habits to promote the British Virgin Islands on radio. The campaign earned 15 items of coverage with a combined reach of 2.8 million.
- Items of coverage
- 15
- Combined reach
- 2.8 million
- Time on air
- 1h 43m
The brief
BVI Holidays wanted more people to think of the British Virgin Islands for sailing and island hopping in unspoilt surroundings.
The angle
The survey found 63% of UK adults hunt for deals. Yet three in four (75%) skip the government's travel advice before they book, and 71% wanted more from a holiday than a beach. Consumer advice with a surprising twist gives presenters a useful segment, and the destination sits naturally inside it.
On air
A representative of BVI Holidays took part in the interviews.
The result
The campaign produced 15 items and 1 hour 43 minutes on air, reaching 2.8 million. Sky News Radio, BBC Radio Norfolk, Original 106 (Aberdeen) and Central FM were among the highlights.
Coverage highlights
- Sky News RadioNational news network
- BBC Radio NorfolkBBC radio
- Original 106 (Aberdeen)Commercial radio
- Central FMCommercial radio
What the budget bought
| Campaign budget | £4,500 |
|---|---|
| Coverage delivered | £4,900 |
Figures from the campaign's Relations Group coverage report.
Smaller destinations get airtime by offering travel advice first, then using the destination as the example.
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