Blue Monday is the gloomiest day of the year, so we gave radio listeners something to look forward to. For Marriott Bonvoy, we turned fresh consumer research into a look at how Brits will travel: booking further ahead, planning trips around music, sport and food, and treating themselves to small upgrades on everyday breaks. We brought in presenter and journalist Anita Rani, known to millions from Celebrity Race Across the World, to front the campaign, and booked her into a day of radio interviews. She was heard on 13 stations reaching 1.5 million listeners, including BBC Radio Kent, BBC Radio Lancashire and BBC Radio Essex.
13Items of coverage
1.5 millionCombined reach
1h 47mTime on air
Coverage highlights
BBC Radio LancashireBBC radio
BBC Radio KentBBC radio
BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio DerbyBBC radio
BBC Radio SuffolkBBC radio
BBC Radio CumbriaBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio GloucestershireBBC radio
BBC Radio WiltshireBBC radio
Campaign video
The story
Marriott Bonvoy
The campaign
UK Travel Trends
The aim
At the start of the year, when audiences are actively planning ahead and seeking inspiration to beat the winter blues, the Relations Group delivered a nationwide broadcast campaign to raise awareness of Marriott Bonvoy and position the brand as the authoritative voice on UK travel behaviour. Using fresh consumer research as the backbone of the story, we set the national agenda on when, how and why Brits are travelling next year; from the rise in forward booking and passion-led trips centred around music, sport, food and adventure, to the growth of “smart luxury” upgrades enhancing everyday breaks. With Blue Monday providing a timely hook, we framed early holiday planning as a wellbeing boost during the darker months, creating highly relatable broadcast conversations. To maximise media interest and reach, we leveraged presenter and journalist Anita Rani (known to many from Celebrity Race Across the World) as a credible and engaging spokesperson, driving widespread coverage while reinforcing Marriott Bonvoy’s leadership in shaping the future of travel.
The result
13 items of coverage reaching 1.5 million, including BBC Radio Lancashire, BBC Radio Kent, BBC Radio Essex.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
