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.'