Warner Leisure Hotels: Annual Leave Lost

The Challenge

To encourage Generation X ­– the hardest-working generation – to take a break this summer.

With the crucial summer season beginning under a cloud of uncertainty about foreign travel, and some putting holiday plans on hold, Warner Leisure Hotels tasked WPR with reminding Gen X Brits why they needed a holiday.

 

The Idea

We knew that lockdown, furlough and workplace instability had led to people neglecting to take their annual leave. So, we commissioned a survey to find out how many days of annual leave had been lost in 2020 – and were set to be lost in 2021.

The results found a staggering 57 million days went unclaimed by British workers in 2020. Our campaign encouraged workers to take a well-earned break and reminded them just how amazing the great British staycation can be.

Encouraging engagement and backlinks to Warner’s website, we also launched a search for the UK’s weariest worker to become Warner’s Chief Relaxation Officer. Kickstarting their recuperation, the winner would receive free holidays for the next year.

 

The Results

The campaign quickly grabbed attention and secured:

  • A whopping 18 pieces of national coverage (against a KPI target of 2-5) including The Sun, Mirror and Daily Express
  • An additional 40 pieces of regional coverage and 18 social shares.

Of the coverage secured, 89% included at least three of the campaign’s key messages, while 93% of the articles included a quote from the brand’s spokesperson. Importantly, we also delivered a 72% backlink rate, driving traffic directly to Warner’s website.