Better Boys' Trips.
First Choice offered young men an alternative to the classic lads' holiday: five bookable 'Better Boys' Trips' built around things like honey tasting in Ayia Napa instead of a beer crawl.
- Brand
- First Choice
- Agency
- Ogilvy UK
- Market
- UK
- Region
- Global
The challenge
First Choice needed 18 to 35-year-olds to notice its new offer and visit the site. The team picked the lads' holiday, and the pressure young men feel on it, as the thing to push against.
The idea
Ogilvy UK ran research with mental health charity CALM on unwanted holiday pressure, then designed five alternative itineraries for classic party destinations. Limited-edition tour tees made with Everpress raised money for CALM, and press and creator trips to Prague brought in Dazed, LADbible, Complex, Pause and creators including George Clarkey.
Results
- According to The Drum Awards entry, George Clarkey's YouTube video trended at #6 on launch day and has 1.1M views.
- The entry reports features in LADbible, Dazed and Pause, plus a CEO interview in The Times.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Social Media 2025 Gold (President's Award)
- The Drum Awards for Social Media 2025 Gold (Creator or Influencer Partnership)
- The Drum Awards for Social Media 2025 Silver (Travel and Tourism)
- The Drum Awards for PR 2025 Gold (Travel and Tourism)
Credits
- Creative agency
- Ogilvy UK
- Additional company
- CALM
- Additional company
- Everpress
