Midnight was appointed in April 2017 with a brief to create a national buzz about Red7, reinforcing its status as the original and best hen and stag specialist travel agent.

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Campaign objectives

  • Raise awareness of Red7 amongst target audiences.
  • Increase share of voice in the marketplace.
  • Position Red7 as the original and best travel expert in the stag and hen sector.
  • Drive customers to book their trips with Red7.

Our approach

  • Conduct a survey into the UK’s favourite celebrity wedding and the changing nature of hen and stag dos.

  • Create a story to position Ian Lucas, Founder of Red7, as ‘Britain’s Best Boss’.

  • Launch the first ‘Best Best Man’ competition in Britain.

  • Launch the second ‘Britain’s Best Bridesmaid’ competition


  • Total coverage: 297 pieces of coverage, reaching a potential audience of over 1.2bn since May 2017.
  • 60 items of print coverage
  • 197 online items
  • 40 items of broadcast coverage
  • 183 backlinksto Red7’s website (43% of total coverage secured)
  • Winner of the CIPR 2018 GOLD award for best Leisure and Tourism campaign

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