Description
First Choice has launched an earned-first integrated campaign in partnership with Campaign Against Living Miserably (CALM), the UK’s leading suicide prevention charity, offering alternative all-boys trips to redefine what the stereotypical ‘lads’ holiday’ involves.
The campaign, launched through Ogilvy PR, sees First Choice and CALM come together to curate Better Boys Trips, a series of alternative holiday itineraries that offer a more authentic and diverse experience in traditional party hotspots. The trips are being amplified with a series of earned-first activations and influencer partnership with infamous YouTube star George Clarke. The work aims to combat the ‘Manflew Epidemic’ - a newly-coined term addressing the anxieties that come with all-boys holidays – and draws on First Choice’s own research finding 81% of men aged 18 – 35 feel pressured to act more macho, and 66% struggle to keep up with excessive partying.
The iconic travel brand has also partnered with indie fashion brand Everpress to reimagine the classic holiday ‘shit shirt’ with a limited-edition form of ‘lads’ holiday t-shirts. All proceeds from the T-shirts go to CALM.
This professional campaign titled 'Better Boys Trips' was published in United Kingdom in May, 2025. It was created for the brands: CALM and First Choice, by ad agency: Ogilvy PR. This Integrated medium campaign is related to the Travel and Tourism industry and contains 1 media asset. It was submitted 2 months ago.
