VisitEngland statistics show that 16-to-34 year olds had the lowest growth across all age groups for taking holidays at home during the last decade, 2008 to 2018. The #MyMicrogap campaign, now in its second year, follows research by VisitEngland into the travel habits of young Brits which showed that less than a quarter (24%) of 18-to-34 year olds were likely to take a career break to travel in the next three years.
The concept of a "microgap" – defined as “The best bits of a gap year in a few days. Right here in the UK.” – was introduced to enable young Brits to experience all the fulfilling and enriching activities of a gap year in just a few days.
The idea of ‘microgapping’ appealed to almost two-thirds (64%) with more than half (57%) likely to take a microgap during the next three years. Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gap-year. Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.
From 2 September-31 October 2019, a 30-second educational clip explaining what a Microgap is and a series of five 10-second videos dedicated to the need states of Go Wild, Learn More, Switch Off and Give Back were live across video on demand, paid social, digital display and for the first week also billboards.
Over the coming months, further activity will go live working with Ladbible Group and commercial partners as well as on own channels ensuring to further educate the audience on microgapping and enabling them to book their own microgap focusing on one of the four need states
View the 30 second online ad: