A Campaign For Backpackers: Campaign Insight

A Campaign For Backpackers: Campaign Insight

I am currently working with Essential Travel, focusing on raising awareness of their Backpacker travel insurance. Now, travel insurance isn’t a particularly sexy item to PR so we have had to come up with something more appealing to use as a hook to generate interest. So, for the last month or so I have been working on an A-Z Guide to backpacker’s safety. We timed the launch on Thursday to coincide with the release of the A level results.

The Backpacker book was one third of the campaign. Essential Travel are also running a 15% off promotion on their backpackers insurance, together with a Facebook competition where entrants can win a backpack full of prizes.

To give the campaign even more depth, Essential Travel run a number of survey’s around the subject of backpacking and some of the results were interesting enough to be used in the press release. Here’s an excerpt:

 

Parents Supporting A Different Kind of Post A level Education

While the publication of A Level results traditionally sees teenagers and their parents thrown into a week of chaos and clearing, there are a growing number of parents who are actively encouraging their offspring to take up a different form of education, and head off travelling.

In an Essential Travel (www.essentialtravel.co.uk) recent survey of parents of young people going on a gap year, 46% of those going on a gap year fall into the 18-20 age range*, and their parents actively encourage their alternative education with 35% of them claiming their children were going on  a gap year to gain work experience, volunteer, learn a language or improve their CV.**

“It improves their knowledge and independence.”   parent of 18-20 year old female)

“It’s good to get out there and see the world.” (mother of 18-20 year old female)

 “The world is a big, wonderful place and I want my children to experience it.”  (parent of less than 18 year old female).

 

You can see the backpacker campaign and enter the Facebook comp here

No Comments

Post A Comment

For Inspiration &
Motivation...

Sign up now to receive my selected updates to enhance your leadership skills and raise your visibility...

Enhance Your Leadership Skills...

With my 7 part video leadership course and raise your visibility.

Signing up also signs you up to my newsletter but you can unsubscribe at any time.

Thank you!

Your course will start shortly,
you can unsubscribe at any time.