Saxony Tourism brings a traditional Christmas to UK radio

The brief

Saxony Tourism wanted UK travellers to see the region as a premium, authentic choice for Christmas, away from busier and more commercial destinations.

The angle

The survey found 39% of Brits see themselves as Tradition Keepers, and traditional, nostalgic décor topped the style rankings at 38%. Four in ten now find tinsel tacky. That light festive debate let presenters chat about decorations, with Saxony's handcrafted market traditions as the natural link.

On air

A well-known interior designer gave the interviews on Saxony's behalf.

The result

With 15 items and 2 hours 4 minutes on air, the campaign reached 4.1 million and returned 22:1 on investment. Times Radio, BBC Radio London, Greatest Hits Radio Manchester and BBC Radio Leeds were among the stations.

Coverage highlights

• Times RadioNational radio
• BBC Radio LondonBBC radio
• Greatest Hits Radio ManchesterCommercial radio
• Hits Radio ManchesterCommercial radio
• BBC Radio LancashireBBC radio
• BBC Radio SolentBBC radio
• BBC Radio LeedsBBC radio
• BBC Radio BristolBBC radio
• BBC Radio CumbriaBBC radio
• BBC Radio GloucestershireBBC radio
• BBC Radio WiltshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.