This summer Thomas Cook launched its first always on content partnership with ITN Productions for its youth brand, Club 18-30, aimed at engaging with a millennial audience’s constant connectivity and their fear of missing out.
In just four months since going live Club 18-30 TV has attracted more than 5 million views and seen YouTube subscribers increase by 180%. Fronted by presenter Andrea Lilly, whose previous credits include Newsbeat for Radio 1, FYI for ITV2, Access for Channel 5 and The Fix for 4Music.
ITN Productions’ Real Time Studios produces Club 18-30 TV, bringing the highs of summer to the 18-30 audience on an ongoing basis. Club 18-30 holiday reps act as “roving reporters” providing user generated content which is sent back to ITN to create three distinct shows each week, seeded across YouTube, Facebook, Instagram and Twitter. (YouTube: https://www.youtube.com/club1830tv, Facebook: https://www.facebook.com/club1830)
So far 100 videos have been posted between June and September 2015, with YouTube posts increasing from approximately 10 per year (2013/14) to 3 per week / 160 per year (2015/16). Due to the topical nature of content the cost per view (CPV) on YouTube for Club 18-30 TV content is trending at 1p CPV, against a category average for travel of 7p CPV. Facebook clips are achieving up to half a million views and over a thousand comments.
Each of the shows coincides with key points in the holiday week. Monday is ‘The Recovery’ looking back at the madness from the weekend and confessions from holiday makers. Wednesday’s ‘Holiday Hacks’ provides tips on how to make the best of your holiday. Friday’s ‘Weekend Hype’ creates a buzz about the weekend and includes topical news on which DJ’s are playing where and footage of the biggest parties and local legends from resorts. Utilising ITN Productions’ fast turnaround capabilities means that production from brief to delivery is 6 hours and multiple versions are produced to service different social channels.
Jamie Queen, Marketing and Ecommerce Director Thomas Cook, Club 18-30’s parent company said: “While we already had strong engagement across our social channels, we have not focused heavily on video content until now. I was determined to find an always on approach which allowed us to create topical, relevant and frequent content to build our brand. Realtime Studios gives our audience content they can buy into in a format that they are used to”
Simon Baker, Head of Branded Content, ITN Productions said: “We are delighted to see Club 18-30 TV establishing itself as a genuine online format, as demonstrated by the remarkable level of engagement it achieves. By combining ITN Productions digital publishing and branded content expertise, Real Time Studios is giving brands the ability to own a subject matter that is relevant to their audience, creating topical content at scale.
Club 18-30 is a travel holiday brand providing holidays to nightlife destinations across the Mediterranean including; Ibiza, Majorca, Bulgaria, Crete, Corfu, Zante, Kos and Cyprus. Club 18-30 holiday reps provide an in holiday rep service to our guests and host nightlife events across the summer. Club 18-30 brings together like-minded people to party together across the summer and has carried over 200,000 British party seekers away over the past three years.www.club18-30.com
ITN Productions is ITN’s in-house production business. We produce creative and commercial content for the broadcast, corporate, commercial, and digital sectors. Our branded content and commercials division works with clients including Samsung, Suzuki, Cadbury’s, Ikea, Nescafe and Birdseye specialising in live/near-live production and real-time content. In the past year ITN Productions has won over 30 awards, including two Gold Cannes Lions, a BAFTA and an International Emmy.www.itnproductions.co.uk Back to All Press Releases