The Secret Life of 5 Year Olds on Holiday

Channel 4


In recent years, the package holiday market has been spectacularly disrupted by new online players. Channel 4 alongside Thomas Cook and The Story Lab took this business challenge and created a unique positioning for Thomas Cook, building on the much-loved C4 series The Secret Life of 5 Year Olds to create ‘The Secret Life of 5 Year Olds on Holiday’. It was the perfect fit, showcasing the ups and downs of a family holiday, some real firsts for children (many of whom had never been abroad before) and enabling Thomas Cook to be positioned as the go-to travel agent for family holidays at the same time.

This second iteration developed from being a miniseries on All 4 to gaining its own primetime, 1 hour slot and saw amazing results, including sales for Sunwing (the Thomas Cook brand featured) growing a massive 103% year on year.

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