You may have seen some of the coverage recently claiming that the Olympics have led to an increase in active holiday bookings.

Masterful PR

This is a masterful piece of PR from Mark Warner Holidays that has so far gained them exposure in The Daily Telegraph and many other publications.

The claim is that the company has seen an increase in enquiries for tennis and sailing holidays, with bookings up 17-20% on last year.

Cause and effect?

But let’s have a think about this.

Do we really believe that bookings are up on this week last year because people ‘want to be more active’? Or is it more likely that people are travelling now because they wanted to stay in the UK during the Games and are instead simply holidaying later than usual.  (Taking BA’s #homeadvantage advice, in fact).

The trick:  Find a great hook

The truth is that it doesn’t really matter.  Mark Warner have scored a great PR success by sticking to the basics:

– find a great hook
– include some believable stats
– give the media a reason to mention your brand


By Iain Martin