Hyundai's Great British School Trip

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Hyundai's Great British School Trip

CLIENT:

Hyundai

COMPLETED:

Ongoing

CATEGORY:

PUBLIC RELATIONS

Hyundai created the UK’s largest school trip programme, giving thousands of children the chance to experience learning beyond the classroom while championing its brand vision: Progress for Humanity.

Hyundai challenged us to design and deliver a UK CSR programme that genuinely impacted the next generation. School trips had been in decline for years, worsened by the pandemic and cost-of-living crisis. The task was to make Hyundai synonymous with supporting education and giving young people opportunities outside the classroom.

the challenge

USING BOOKING DATA TO SHOW NEW UK DINING TRENDS

THE SOLUTION

PUTTING THE GREAT BRITISH SCHOOL TRIP BACK ON THE AGENDA

We conceived and launched The Hyundai Great British School Trip in 2022, with an ambition to deliver 25,000 experiences in its first year.

The programme removes barriers for schools by partnering with more than 600 cultural, scientific, and historic venues, offering travel bursaries to ease cost pressures on families, and providing an online booking hub for teachers with curriculum-linked resources.

Now entering its fourth year, it is firmly established as the UK’s largest school trip programme, giving teachers practical support and pupils unforgettable experiences.

THE execution

A NATIONAL CAMPAIGN THAT MADE SCHOOL TRIPS FRONT-PAGE NEWS

We delivered a fully integrated, multi-channel campaign. Each year, the programme has relaunched with new data, research, and real-life stories that spotlight the importance of school trips.

High-profile ambassadors, including Reggie Yates, Tim Campbell MBE, and Educating Yorkshire’s Matthew Burton, have fronted the initiative, securing widespread coverage across BBC, ITV, Times Radio, and the national press. Partnerships with leading organisations such as English Heritage, Imperial War Museums, and Tate have added scale and credibility, while regional activations and Hyundai dealerships embedded the campaign in local communities.