Hoseasons: "Say Hi to Summer" 80th Anniversary Campaign
Hoseasons has been at the heart of the British family holiday for decades. But an 80th anniversary is only a milestone worth shouting about if you can leverage it to connect with new audiences.
We were tasked with creating a campaign that honoured the brand’s heritage while injecting fresh energy into PR activity, offering the brand an opportunity to connect directly with new audiences, and driving real commercial outcomes during the peak summer booking window.
What we achieved
The “Say Hi to Summer” campaign was built around a simple but powerful idea that summer holidays with Hoseasons are worth shouting about.
TV personality and ITV presenter Josie Gibson became the campaign’s anchor – an ambassador with broad audience appeal, genuine warmth, and the kind of personality that made the brand feel approachable to new audiences.
The campaign succeeded because it activated on every level simultaneously. We:
- Developed a broadcast PR strategy that maximised Josie Gibson‘s public profile, generating national media coverage and positioning her ambassador role as a story in its own right.
- Designed an influencer-style ambassador stays programme, placing Josie and other influencer partners in Hoseasons lodges to generate organic, immersive content that showed what a Hoseasons summer really looks like.
- Conceived and delivered a nationwide Ice Cream Van Tour PR stunt, bringing the campaign to life as a genuine consumer experience. The activation toured key locations across traditional seaside hotspots, giving people a direct brand touchpoint and creating a social-worthy moment that extended organic reach.
- Wove heritage storytelling into every element of the campaign, ensuring the 80th anniversary felt like a reason for everyone to celebrate, rather than just another corporate milestone.
- Integrated PR, content creation, competitions, experiential and influencer touchpoints into a sustained summer narrative, maintaining brand visibility across the pre-peak and peak summer booking period, rather than burning out after a single launch event.
Highlights
- >837k reach across PR and experiential touchpoints
- >625k consumers directly engaged during the Ice Cream Van Tour
- 28% increase in bookings during the campaign launch week
- 14% year-on-year uplift in agency bookings