Better Boys’ Trips

Client: First Choice

First Choice has undergone a total rebrand - reinventing package holidays for the younger generation – and we were briefed to increase awareness of the new offering amongst 18-35yos, drive website traffic and show First Choice is the place to go for the holiday you really want.

We needed a culturally relevant and newsworthy enemy, a way to prove First Choice’s new customization and curation capabilities. Enter the stereotypical lads’ trip.

Research and social listening revealed thousands of young men feel trapped into experiencing destinations and drinking games that leave them full of regret, not relaxed and recharged.

The lads’ holiday isn’t great for the lads – and so decided start a new conversation about what people really want from trips abroad.

We partnered with mental health charity CALM to reveal the negative impact of lads’ holidays and launched Better Boys trips – taking our own with Dazed, LADbible, Complex and Pause, and hosting influencers; George Clarkey, ItalianBach, ArthurTV and Arthur Hill.

Our campaign delivered a reach of 66.4m, with over 80 pieces of coverage in national and Gen Z focused titles. George’s YouTube content trended #6 the day it went live and has 923k views with 34k engagements. His Instagram posts have received 156k impressions and an engagement rate of 6.4%.

This campaign drove an increase in website traffic – with 8.7k visits to our campaign landing page and overall site traffic up by 4%.