Warner Leisure Hotels: Christmas Stress

The Challenge

To make sure that Warner Leisure Hotels’ festive breaks were front of mind for Generation X at Christmas.

Specifically, we were tasked with illustrating why Warner hotels are the perfect place to unwind, and achieving coverage in the key national titles consumed by the target audience.

 

The Idea

We recognised that while Christmas is a time of festive fun, it can bring with it a lot of chores and stress. This is especially true for Generation X who, as the sandwich generation, are juggling work, caring responsibilities and busy lives.

So, we polled 2,000 members of the British public to find out just how much stress they were expecting to experience, and asked is it “the most stresstive time of the year”?

Having uncovered the most stressful aspects of the Christmas build-up – from choosing meaningful gifts to putting up the decorations – we presented Warner’s December and January breaks as the perfect antidote.

 

The Results

In the run up to the festive season, the campaign attracted attention and quickly achieved:

  • 10 pieces of national coverage in key titles including The Sun and Daily Mirror
  • A further 17 pieces of regional coverage
  • Audience reach of more than 11million

Crucially, 70% of the coverage featured the ‘perfect place to unwind’ message