Campaign: Second Opinion

Liz Jones, head of healthstyle at Lexis PR, has handled PR campaigns for Kwells' travel sickness remedy for the past eight years.

Diarrhoea, haemorrhoids and travel sickness: from personal experience I know these subjects are unlikely to bring a gleam to the editor's eye, especially if no medical-breakthrough story can be offered.

But Spink Consumer Relations' strategy for the Stugeron 15 campaign, identifying that travel sickness has a significant impact on the enjoyment of family holidays, generated excellent coverage, especially in the regional media.

Yet it leaves me wondering whether the overall message was diluted by having the two creative platforms. Given the lack of tangible statistics in the hazardous driving angle, perhaps more emphasis should have been placed on the message that family journeys are more enjoyable when travel sickness is prevented.

Trade press coverage is always essential and was certainly maximised.

However, the team could have extended its media targets to travel correspondents and even motoring magazines. General advice on how to avoid travel sickness should also have been posted online.

Overall, the campaign achieved excellent results. Two pieces of national coverage for an established OTC product is fantastic, and 44 regional pieces were sure to have impressed the client.

Creativity: 3

Delivery: 4


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