Teletext titillates with tale of dirty weekends

Around two million holidays a year are booked through Teletext Holidays’ TV and internet channels. It features more than 850,000 flight, accommodation and package deals from all the major operators and agents.

Campaign Teletext Holidays
Client Teletext
PR team Braben Company
Timescale October 2004-October 2005
Budget Undisclosed

In 2004, Braben Company won a 12-month brief to boost Teletext Holidays' profile in mainstream media and position it as an expert on travel. 'We're a mass-market product so we want to appear on the news pages rather than travel pages or in niche media,' said Teletext PR manager Kathryn Williamson at the time.

To maintain high-profile coverage in national and regional travel pages and supplements. To generate brand awareness in news and feature pages, online and on broadcast media. To achieve share of voice and drive demand during important sales periods.

Strategy and Plan
Braben's strategy was to position Teletext Holidays as a consumer champion by creating an image that was 'real and humorous', underpinned with the message of expertise. This resulted in
consistent coverage that provided a platform for advice on holiday bookings and destinations, while keeping Teletext in the headlines of mainstream media.

News stories were frequently research-led, covering topics that the
target audience could relate to. These included the 'Demise of the Dirty Weekend' campaign – which investigated why couples should increase their participation in long weekends and short breaks – and reports on the issues faced when holidaying with a partner for the first time.

Braben took a systematic approach to influencing the news agenda. Pitches varied from the honeymoon of Prince Charles and Camilla Parker Bowles in Scotland (which resulted in a feature in The Sun headlined 'Wish you were heir') to National Cheese Week (promoting cheese-tasting breaks).

Measurement and Evaluation
Over the course of the year there were more than 60 items of national press coverage, including news stories, feature spreads and commentary pieces.

Publications included The Sun, The Star, the Daily Mail, the Daily
Express, The Daily Telegraph, The Independent, The Guardian and The Mail on Sunday.

There were also 65 online articles on sites such as, ivillage., thisislondon and – a varied online presence.

Magazine features appeared in titles such as Grazia, Glamour and Real, all of which included at least one brand mention.

According to Braben, the 'Demise of the Dirty Weekend' campaign generated 22,000 weekend break bookings on the Teletext website.
Elsewhere, news stories provided an opportunity for Teletext to roll out product placements in regional media and on radio.

The Independent columnist Terence Blacker says he thoroughly enjoyed writing his article on dirty weekends for the paper.

'That piece provoked more emails than most of my columns – people obviously felt very strongly about dirty weekends,' he says. 'There's something simultaneously rude and innocent about the phrase "dirty weekend", especially as we have arrived at a new era when it comes to sex.'

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