Red identified a new holiday trend to generate reams of coverage for leading online travel agent ebookers.com.

When ebookers.com briefed Red to help increase brand awareness and drive traffic to its website, Red used consumer insights to identify a new trend – the rise of the ‘soliday‘.

Red commissioned research around solo travelling trends plus established a link to the credit crunch which gave the story extra news value. The research revealed that solidays were growing in popularity as more people were being forced to travel alone because friends and family couldn’t afford to join them.

The research also revealed the top five soliday destinations and Red provided specific ‘deals’ information to give travel media an extra level of content which further drove traffic and sales to ebookers.com.

The story was distributed to news, travel and lifestyle journalists across print, broadcast and online media.

The results exceeded all targets – over 70 pieces of strongly branded coverage were generated, reaching an audience of 68 million.