When choosing a family holiday, 75% of teenagers are involved in the decision making. And we know that teenagers feel embarrassed by their parents in social situations, particularly on holiday when they let their hair down.
We created a campaign which used Jamaica’s vibe to turn this embarrassment into a positive. Overall, booking enquiries to Jamaica are up 40% year on year (despite other spend on traditional print media for Jamaica being in line with last year).
Over 150,000 views achieved in just one month all for a budget of just over £16,000. Responses are still coming in.The social phenomenon of Dad Dancing is now taking off big time with recommendations ranging from The Sun newspaper to the National Health Service suggesting it as a great form of exercise for lazy fathers.