Case study · Blue Monday 2010

Advantage Travel Centres

Relations Group ran a broadcast PR campaign for Advantage Travel Centres around Blue Monday 2010. Interviews and on-air competitions put the brand on air, securing 41 items of radio coverage (17 interviews and 24 on-air competitions) with a combined audience of 5.0 million. Highlights included Sky News Radio, Clyde 1 FM and Tay FM.

Part of Blue Monday on air →
41Items of coverage (17 interviews and 24 on-air competitions)
5.0 millionCombined reach
2h 57mTime on air

Coverage highlights

The story

Advantage Travel Centres, Blue Monday 2010

The angle
On Blue Monday, the most depressing day of the year, 94% of Brits were already thinking about summer holidays, yet the stress of planning and booking worries 81% of us, and online bookers often do not realise their holiday may not be fully protected.
On air
The managing director of Advantage Travel Centres, who is also chairman of the travel association ABTA
The result
41 items of coverage (17 interviews and 24 on-air competitions) reaching 5.0 million, including Sky News Radio, Clyde 1 FM, Tay FM, BBC Radio Northampton.
Budget £2,500Delivered £2,950Above budget 18%On air 2h 57m

What the budget bought

£2,500
£2,950
£28,041
£84,123
34:1return on investment: PR value is 34 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Blue Monday

Blue Monday is the name given to the third Monday in January, promoted as the most depressing day of the year. It began in 2005 as a press release for the travel company Sky Travel and has no scientific basis, but charities now use it to start conversations about mental health. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Blue Monday for 2027?

Blue Monday next falls on Monday 18 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team