A Summer of Staycations: Summer 2021 The Guide
09 Feb 2021
Summer 2020 was unlike any other. Not only did our personal plans change, but so too did our marketing campaigns. As a result, we wanted to carry out some research to find out what people's plans were in 2021 and how our clients can be better prepared and targeted during this time.
Research carried out by the Edit Connected Acquisition team has revealed that 67% [of responders] are planning to stay home during the Summer of 2021, with only 22% saying they plan to travel within the UK and just 12% hoping to travel outside the country.1
Whilst staying home, 7 out of 10 are looking forward to some form of outing, whether to a restaurant or pub or visiting, or a zoo or castle for a fun day out. But with money concerns still high, finding the best deals to make the most of Summer is going to be key to families across the UK. 2
So as another Summer at home looms, we wanted to help make Summer 2021 a little bit brighter for brands and consumers alike with the Edit Summer Staycation shared letterbox mailing.
For brands, the pack is a cost-effective way to reach an engaged family audience looking for Summer inspiration, and for consumers it will provide the deals needed to deliver a Summer full of family fun.
The Shared letterbox mailing is addressed to the "Staycationer" and will contain up to 6 non-competing advertisers. We will be targeting 250,000 households using TGI Data (Kantar Media) to create the ideal pool of Staycationers. We will also work with the brands included in the pack to shape the details of this targeting.
The envelope will feature a black and white outline of a holiday scene, so we can encourage children to colour in the envelope and create a masterpiece to share using the hashtag #SummerStaycation.
As well as the targeting, Edit will take care of the print and distribution for you; all you need to do is supply artwork based on a 195mm x 148mm 2pp format. The inserts will be printed on a 115gsm FSC approved silk paper and will be Carbon Balanced to ensure sustainability across the production of the pack.
And the best bit, the cost!
To reach the 250,000 Staycationers at home, the all-inclusive cost is £7,500 (£30/000). It represents a massive 63% saving versus if you were to do this as a solus opportunity.
To read Edit's Guide to Summer 2021, please follow this link: https://edit.co.uk/uploads/2021/02/Edit-A-Guide-to-Summer-2021.pdf
For more information on how your brand can feature in the Summer Staycation shared letterbox mailing please get in touch with us at ConnectedAcquisition@edit.co.uk.
1. Source: One Pulse Survey, 102 responders aged 35+, UK Passport holders
2. Source: Canopy Proven Print