We love a PR campaign that is built on a great idea and is executed really well. So when we see someone doing a standup job, we like to share the kudos and – just as interestingly – break it down and see what made it so good.
So, today’s shout-out goes to On The Beach, who are tanning a tip-top travel campaign targeting parents. Let’s look into what makes it work.
What’s the PR campaign?
Well-known UK travel brand On The Beach has launched a campaign asking parents to get in touch with schools (and associated councils) to ask head teachers to group Inset Days into a solid week once a year.
The idea is that children don’t lose out on any teaching, but parents can access a week for a family holiday without facing the often ludicrously priced peak holiday season. The idea is that all schools would choose their own week to mean everyone could benefit, and there would be no pricing spikes.
It’s a win-win: parents get a much-needed family vacation without the premium price tag, schools get a PR win, a solid week for staff work and higher attendance rates.
Why it works
It’s easy to understand – it’s a really simple idea. Whether you’re a parent or not, it’s easy to get your head around, and it totally makes sense.
It taps into a real emotive topic – people really care about their family holidays. The cost of living is insane at the moment, and flight prices are about to go up again. This is a subject parents have very strong feelings about.
It brings a genuine benefit to people – if it was to get legs and actually happen, there are genuine, tangible benefits for anyone.
They’ve gone multi-channel – it’s a simple idea, and it’s being run consistently across social, PR, digital and TV. Repetition brings awareness.
It brings hugely positive brand sentiment – whether the change actually happens, On The Beach has secured a massive win by cementing itself as the go-to travel agency for booking family holidays.
What can we learn?
So, with the above in mind, what can any brand take from this campaign and apply to their next campaign? We’d suggest:
Keep it simple – it’s an oldie but a goodie. Campaigns work when they are easy to understand. When planning your next activation, drill it down to the simplest possible messaging
Tap into something people actually care about – messages that resonate on an emotional level and not just a logical level build a significantly higher level of engagement. It’s worth spending the time to craft your next campaign about something that strikes a real connection. Even B2B campaigns can do this. Trust us
Join the dots – again, this isn’t new, but it’s amazing how pertinent it often is. Don’t think of PR activity in a silo (the same goes for content, social, brand and everywhere else by the way). The best campaigns work well across all these channels.
In summary
A great campaign and a lot to learn. Nice one On The Beach.
Got a campaign that you love? Want someone to bounce ideas for your next campaign? Drop us a line.