British Airways: Death of the 2 Week Holiday

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4mediarelations recently worked with one of UK’s most iconic brands, British Airways to assist in promoting their January sale which ends January 30th.

In order to promote the sale, the campaign was linked to Blue Monday. Landing on the date of the 15th January, Blue Monday is calculated as officially the most depressing day of the year. With January being British Airways key booking period, the link between booking a holiday and banishing the January blues was a great hook for the campaign.

The Campaign

The campaign centred around the death of the two week holiday and incorporated research, broadcast and news generation elements.

The research, conducted by our in-house research company, Atomik Research, revealed that more than half of the population (52%) have left over holiday allowance – the majority of which (64%) have ended up losing days completely. With the best part of a week (four days) being lost by Brits on average, the research proves how the nation is missing out on valuable holiday time.

The main reason for this was work schedule, as 49% stating they were too busy at work (49%).  Worryingly, almost a fifth (16%) felt guilty for using all their holiday allowance each year. This could explain why an eye-watering 69% of Brits did not take a two week holiday last year.

The campaign was fronted by Nick Hewer who appeared as spokesman for the radio day and broadcast coverage, as well as giving insight into the research for the print and digital coverage.


Our media team generated 19 media interviews including 8 regional BBC slots, an appearance on Sky News Sunrise and a range of other local, commercial interviews.

The story also landed on 40 pieces of news coverage across print and digital publications. Highlights included cuttings in the Daily Express, The Sun, The Daily Mirror, The Scottish Sun and The Scottish Daily Mail, and articles on Yahoo, MSN, The Guardian, The Mirror, Huff Post UK,, Stylist, Good Housekeeping and Shortlist.

BA Summary of Success

Coverage Included

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