Creating cut-through in a crowded market

for Education Travel Group Spring 2009

To launch Education Travel Group to the media, bgb was tasked with creating cut-through and impact in a crowded education market. bgb therefore advised that Education Travel Group confine its strategy to one major campaign theme to position the group as authoritative experts in the field.

To do this, bgb commissioned an authoratitative report on learning outside the classroom, looking at why teachers do and don't take children on school trips and what more can be done to encourage learning outside the classroom. As well as generating media coverage, this report would be geared towards political engagement to make the research newsworthy and position Education Travel Group as experts.

The report was launched at the Education Show at Birmingham's NEC and was accompanied by a web-video release, which bgb sold in to diverse education and consumer websites.