Britain is still a nation of Christmas tradition lovers, and 4 in 10 of us now call tinsel tacky. A Saxony Tourism survey found 39% identify as Tradition Keepers and Traditional and Nostalgic is the top décor style at 38%, so we built a broadcast PR campaign linking those findings to the handcrafted decorations of Saxony's Christmas markets. We put a celebrity interior designer and TV presenter on air across a radio day of interviews, presenting Saxony as the hidden gem of Germany's Christmas season, with historic markets, festive traditions and hearty festive food. The campaign secured 15 items of radio coverage reaching 4.1 million listeners, including Times Radio, BBC Radio London and BBC Radio Lancashire.
Saxony Tourism wanted to promote Saxony as a premium, authentic alternative to more commercial Christmas destinations.
The message
Saxony is the hidden gem of Germany's Christmas season, with historic markets, festive traditions, handcrafted decorations and hearty festive food that go far beyond the usual winter getaway.
The angle
A Saxony Tourism survey found Britain is still a nation of Christmas tradition lovers: 39% identify as 'Tradition Keepers', Traditional and Nostalgic is the top décor style at 38%, and 4 in 10 now call tinsel tacky, echoing the handcrafted decorations of Saxony's Christmas markets.
On air
A celebrity interior designer and TV presenter
The result
15 items of coverage reaching 4.1 million, including Times Radio, BBC Radio London, Greatest Hits Radio Manchester, Hits Radio Manchester.
About Christmas
Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Christmas for 2026?
Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
