PARENT TRAP

Radio Interviews, Video Production & Infographic
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​Mission
In the run up to the summer holidays of 2014, Travelzoo wished to raise awareness of Michael Gove’s fines for taking children out of school for family holidays during term time, especially how said fines do not apply to parents who have children in private schools.

To reiterate the issue, Travelzoo commissioned research into parents’ attitudes towards this, which showed almost 70% of parents think the fines are deeply unfair.

Louise Hodges, a travel expert from Travelzoo, was able to discuss with presenters the differences in prices between term time and school holidays and whether there should be more legislation in place covering all areas and all types of schools.

Travelzoo also utilised a digital campaign in the form of video production, in which we created a video news release to compliment the research and story along with an infographic which visually displayed statistics from the research.

The campaign was received extremely well by presenters, noting that Louise was an excellent spokesperson who discussed the issue comprehensively while also being able to open it up for further discussion.

Radio coverage highlights included Sky News Radio, Heart Sussex & Surrey, Heart North East and BBC Radio Southern Counties, while the infographic featured on The Daily Mail, AOL, Huffington Post and Female First.
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Campaign in Numbers
Travelzoo secured a reach of 32.2 million listeners with 50 minutes worth of coverage.
Travelzoo’s campaign secured a total of 6 radio stations and 16 websites

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