American Holidays Ex-Queues Me! Campaign

01 — Project details

Forsman London enlisted me to provide a PR hook for its creative ad campaign for American Holidays - a cheeky play on the stereotype that Brits love a good queue. Forsman placed scenic shots of the Monument Valley in Colorado on London streets close to bus stops, to communicate the campaign strapline - if you can't skip the queue, you might as well upgrade the view.

To ensure that the campaign felt newsworthy and current, I ran a consumer survey exploring the nation's obsession with standing in line, which found that the average Brit will spend more than five years of their lives standing in line, and that Gen Z are four times more likely to queue jump than their grandparents.

I then undertook consumer news and lifestyle sell-ins, in tandem with Forsman's trade media push, using the research story as a springboard for the brand mention and quote.

02 — Outcome

My sell in resulted in five pieces of consumer news and lifestyle coverage - in titles as varied as the Daily Star and The Times online, discussing the insights from the survey - and in particular the generational differences that emerged.

The research was also discussed on local radio stations such as NewsTalk FM and Highland Radio, and posted about on their social media platforms, highlighting the talkability of the PR story.

Forsman London landed coverage in top tier trade titles Campaign, The Drum and Ad Age, applauding the creativity of the poster campaign and including data points from the survey.

The poll results were also used across American Holidays website and social media channels, helping to create a further buzz about the campaign.