Club 18-30 to update 'binge drinking' image with Radiator PR

Clubbing holiday operator Club 18-30 has called in PR support in what is being seen as a last-ditch attempt to move away from its 'dated' image.

'Binge drinking' image: Club 18-30
'Binge drinking' image: Club 18-30

Youth lifestyle agency Rad­iator PR will undertake a 12-month integrated comms campaign to positively promote the brand for the 2010 holiday season.

The Club 18-30 brand, owned by Thomas Cook, is typically synonymous with drinking and excessive partying. But amid mounting public concern over binge drinking, a major part of Radiator's brief will be to divert attention away from the core brand by promoting Club 18-30's upcoming music festivals: The Big Reunion and The Big Snow Festival.

Radiator PR joint MD Gaby Jesson declined to explain why her agency had been hired, but travel PR exp­ert and Rooster PR MD James Brooke said the tour operator needed media help to become more relevant to young people.

‘The 18-30 brand is yesterday's holiday experience, esp­ecially for that age group,' said Brooke. ‘The binge drinking image on the Costa del Sol is dated. For Club 18-30, the festivals are a positive hook.'

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