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5 Ways to Engage With Gen Z-ers on Social Media this Summer

5 Ways to Engage With Gen Z-ers on Social Media this Summer

Brighter mornings, balmy evenings, barbequed foods in every possible form… What’s not to love about summer? And with school/university holidays just around the corner, many of us will be able to spend more quality time with the Gen Zers in our lives (ahem – that’s when they’re not completely engaged in the latest viral TikTok, that is).

As the bell rings for six weeks of blissful lecture-less freedom, digital natives will likely be swapping what would have been textbook time for endless lie ins and sunbathing sessions – meaning their social media usage (and Crunchy Nut Cornflake intake) will be ramping up by the day.

As recent studies show Gen Z-ers spend an average of 8 hours a day online – 85% of whom use social media to learn about new products making your brand stand out amongst a digital sea of ever-evolving content requires more strategy than the steps involved to make an Instagram-worthy garden focaccia (Google it). We’re covering five simple ways to cut through the noise and engage with this demographic in a truly meaningful and authentic way… Now listen up, class!

Make your brand purpose your priority

Having spent their entire lives surrounded by digital technologies, Gen Zers are the most progressive generation yet. They’re ready to learn, listen and act on social issues, holding themselves accountable to make a difference wherever possible and making a point of reflecting that throughout their social channels. But it doesn’t stop there. They also have an expectation for brands to do the same – from diversity, equality and inclusivity to environmental issues and mental health, a Marketing Dive study shows Gen Z is twice as likely as any other generation to care about issues and three times more likely to say the purpose of business is to ‘serve communities and society’. So providing your beliefs and ethos align with those of, well, any moral citizen, it’s time to start putting them at the forefront of your feeds.

Creativity + interaction = engagement

Suffice to say Gen Zers have well and truly earned the most progressive generation award – but what else have they got on the rest of us? Ah, yes… That would be their remarkable use of creativity on social media. A new study found that 51% of Gen Z believe their generation is more creative (both online and offline) than previous generations making it no surprise that they’re keen to express in everything from their latest highlight update right through to their seamlessly curated TikTok feed. So, if you want to catch the attention of a scroll-happy Gen Zer, try combining this creativity with interaction. From tapping on Twitter and Instagram story polls to adding stickers and sliders to your in-feed posts – social platforms are constantly developing fresh and innovative ways for brands to bolster their content, and ultimately keep their audiences as engaged as possible. Content hack: conversation starters are key.

Tag, you’re it!

Tagging on social media comes in different forms – and each has its own huge benefit. Creating a branded hashtag, for instance, is perfect for your customers to use on their posts – as when anyone clicks on that tag – an impressive looking page of your product will appear. This is also a great opportunity to get creative or even a little cheeky with the tag – think of something that will stick in your audience’s mind and make them want to share it! Another way you can get in on the tagging action is by creating a physical location from where you’re based, so people can tag themselves there on their posts and stories. Of course, this will depend on your business, but by having something Instagram worthy from your location – zoomers will feel more inclined to tag themselves there. Lastly, ‘tag a friend’ posts are always a good idea. Simple but effective, these catchy posts encourage users to get involved without requiring too much effort – and will ultimately boost your engagement. It’s a win win!

Video, but make it extra

‘Lights, camera, action’ has taken a whole new meaning thanks to the endless capabilities of TikTok; with out-of-this-world overlays, eye catching effects and undeniably catchy music available with the tap of a button. And considering they are the most innovative generation when it comes to making (and engaging with) content that ‘pops’, you’re going to want to do the same with your own. Focus on short-form videos that are long enough to get your message across, but snappy enough to keep their attention – 30-60 seconds is the sweet spot for optimum results. Gen Z makes up a whopping 60% of TikTok’s user base, and 85% use social media to learn about new products – so if you’re not already riding the TikTok wave, you know what to do. Just make sure to utilise those creative filters and trending tunes!

Humour adds personality

Look, we’re not going to sit here and tell you to completely change your brand tone of voice just to connect with the ‘cool kids’ – not just because it’s a terrible idea for your authenticity, but Gen Z are pretty smart when it comes to seeing through brands. What we can vouch for, however, is that not being afraid to add a touch of humor or ‘edge’ to your content will no doubt catch their attention. Digital natives are more likely to support brands that are seen as ‘fun’ and ‘cool’ – so thinking of innovative ways to incorporate this into your campaigns and tone of voice where appropriate will help make your social posts more relatable to the younger audience. Approach this with caution, even so, as ‘cool’ trends come and go quicker than a bottle of Pinot at a summer BBQ. Be sure to use catch phrases that are still ‘in’ so as not to come across as try-hard – the last thing you want to do is share a meme that was so last month. Just remember to keep it authentic to your brand!

Keen to learn more about how you can make your social content stand out this summer? Feel free to get in touch!

Sustainability Stars in our Specialist Sectors

Rishi Sunak has put his foot down at COP26, announcing that Britain’s biggest firms must play their part in tackling climate change. It’s a bold and brave approach, as it means they’ll need to roadmap their strategy for net zero without hiding behind a greenwash screen, being assessed annually on their efforts. Those that fail to deliver could face sanctions in the form of fines or the removal from the stock exchange – a move to show that he’ll hit them where it hurts if they don’t comply.

This will undoubtedly impact all businesses, but here at The Lucre Group we specialise in key sectors where we have unrivalled expertise and insights. With this in mind, we’ve picked through the press releases that made the cut in both the mainstream, trade and marketing media to share our favourite stories of the sustainability season:





Co-op has long been known for leading the way with its sustainability measures, so it has widely been deemed clever and appropriate for it to take the bold step of ‘rebranding’ six of its store fronts as ‘CO-OP 26’. An impactful image, particularly in Glasgow where the conference is being held, it helped show the retailer’s commitment to radically reducing its carbon contribution and its goal to becoming a Net Zero business by 2040. Read more about it on Prolific North.





Launched a few weeks before COP26, likely in a bid to avoid the sheer volume of sustainable storytelling during the conference, Selfridges shared its commitment to helping to counteract the Christmas wastefulness with a pop-up pre-loved toy shop selling collectables, antique stuffed toys and classic board games. A clever nod to the nostalgic and planet-conscious consumer, the high-end retailer will undoubtedly win on 2 fronts, both in terms of the public’s perception of its commitment to sustainability, plus improve footfall during the festive season. Either way, it’s a bold move from a retailer which has traditionally prided itself on selling the newest and best of everything. Read more about it on Time Out.





The Travel Foundation has used COP26 to announce its role in providing support for a newly-launched Glasgow Declaration on Climate Action in Tourism. It will be working with the UN World Tourism Organisation (UNWTO) to ensure businesses can work towards decarbonisation, adapt to climate change and support ecosystem regeneration. Read more about it on Travel Weekly.





Single-use plastics are one of the biggest plights on our planet, with bottled water being in the inner circle of carbon-emission culprits. However, a revolutionary Swedish water company called Bluewater is tackling this head on. It has publicly appealed to business and world government leaders at COP26 by launching a white paper reviewing the health hazards of chemicals released into the ocean from millions of single use plastic bottles dumped into our oceans and landfills every year. The paper worryingly confirmed that the endocrine-disrupting chemicals found in single-use bottles posed the number one threat to humankind. Read all about it on IT-TECH NEWS.


If your business is seeking an agency that understands how to deliver sustainable campaigns that have meaningful impact, click the link to find out more about our services and complete the contact form for a call back.

Travel trends set to take the world by storm in 2021

Finally, the end of lockdown is in sight! With government plans in place to start easing restrictions, travellers are already planning their next big adventure. Now we have a lockdown roadmap, is it time for a road trip? Here are the luxury travel trends we’re expecting to see later this year…


  1. Ready for the trip of a lifetime

For over a year, people’s travel plans have been up in the air. Trips have been cancelled, holidays postponed and future plans indefinitely delayed. It’s no wonder, then, that people are planning on blowing their budget on the trip of a lifetime in 2021. In fact, 62% of 18-24-year-olds plan to spend more on their holidays.

Instead of planning a series of smaller trips, the trend seems to be spending on one epic, indulgent luxury holiday. These are likely to be longer trips and more extravagant. Why stay in a three-star hotel, when you can luxuriate in a five-star?

Longer trips also provide a great opportunity for travellers to reconnect with friends and family. People have been kept apart for so long, and a “bucket list” holiday is the perfect opportunity for loved ones to spend some quality time together.


  1. Private experiences

Whether it’s staying on an island, partying on a private yacht or spending the night in a countryside cottage, private destinations are proving popular. People love exclusivity and feeling like a true VIP. The old saying “what happens in Vegas stays in Vegas” is also true of private holidays – they provide a haven of security and reclusiveness that travellers love.

Private holidays are also experiencing a boost this year as holidaymakers look to book a COVID-19 safe trip. A family or group can book a getaway without worrying about interacting with others outside of their social bubble, making private bookings an attractive prospect.

One of our favourite luxury trends is the rise of private island takeovers. A word of warning, though, your group will need to find at least £100k to book a three-night stay.


  1. Sustainability

Sustainable travel is most definitely on the rise. Holidaymakers are looking to minimise air travel by enjoying rail holidays and cruises, with many moving towards booking longer holidays rather than several small trips for this reason as well.

Being conscious of sustainability doesn’t stop there. With nearly two-thirds of people believing travel companies should ensure holidays help the local people and economy, it’s clear travellers are more aware than ever of the impact their trip could have on local communities.


  1. Wellbeing

Who doesn’t need a bit of rest and relaxation right now? Travellers are dreaming of luxury spa breaks and long days spent by the pool. People will be on the lookout for sanctuaries that offer peace, calm and the perfect setting for a moment of mindfulness.

Zoom fatigue has well and truly set in, so those looking for a digital detox will be either heading out to exotic, faraway locations or seeking out a close-to-home spa to relax and take some time to themselves.

We’re more aware of our own health and wellbeing than ever before and, for this reason, luxury travel destinations will be placing emphasis on hygiene. Hand sanitising stations and masks may be here to stay and are expected to be subtly amplified in the luxury market this year.


  1. Travelling with purpose

So many people have found new hobbies or enhanced their skills during lockdown. With nothing to do but explore home-based activities, people have had time to learn new languages or rekindle old interests. Now’s the time to put them into practice.

Travellers will be heading out with a new-found vigour. Whether they’re travelling to a conference, to meet like-minded hobbyists or to embrace different cultures, people will be trying to add real meaning to their trip.


  1. Working from holiday

Debate around the future of working from home remains rife, but what about working from holiday? Keen travellers are swapping their home offices for exotic destinations. Working with an ocean view ahead of you surely sounds far more idyllic than a makeshift home office desk. Tourist destinations are already capitalising on this trend, promoting the opportunity to work from their stunning luxury location.

If you’re a keen traveller with kids, you needn’t miss out on this exciting new trend because Schoolcations are on the rise too. When homeschooling ends, the school of life is set to start, and parents will be keen to enrich their holidays with amazing life experiences. Some tourist destinations such as the Puente Romano resort in Marbella are bolstering this with on-site tutoring too, so families will be able to work and be educated abroad.


  1. Glampervans and staycations

Luxury holidays don’t have to happen overseas. Those looking for a close-to-home holiday are booking VIP UK experiences, including glampervan roadtrips and even canal holidays. People are looking for unforgettable experiences, and what’s more memorable than touring the UK on a barge?

High-end staycations come with a hefty price tag but offer all the home comforts and none of the hassle of travelling abroad. This summer, the travel industry expects to see a rise in people sticking to their home country and exploring all there is to offer on their own doorstep.


  1. Opportunistic travel

We’re all no doubt dreaming of our next trip, but there are no definite confirmations as to when we’ll be able to head off on our future getaways. The travel industry has had to adapt. Many airlines are offering travellers the option to change travel plans without incurring a fee. This is encouraging people to book trips away, knowing they won’t be charged if travel advice changes and they have to rearrange their holiday.

Sprint bookings – super last minute holiday bookings – are also set to be popular in 2021. When travel corridors re-open and restrictions are finally lifted, the industry is expecting a huge surge in same-day trip bookings. Travel brands and tourist destinations are bracing themselves for the surge, ensuring they’re ready to entice travellers with irresistible offers.


Is your travel brand ready for take-off?

With travel at the top of people’s post-covid bucket list, we expect travel brands and tourist destinations to be busier than ever before. With demand comes competition. Ensuring your voice is heard amongst the noise will be key to securing bookings and boosting your brand. Get in touch with our team today.

Top Insights from World Travel Market

Last week we attended World Travel Market (WTM) alongside 51,000 visitors and exhibitors representing a wide variety of companies and sectors operating in the travel industry.

Here at Lucre we are passionate about travel, with WTM the perfect opportunity to attend talks with experts in the field to get the latest industry insights and predictions for the year ahead. Here are some of our top insights from the event.

What the industry should do to reduce plastic waste

With the likes of David Attenborough and celebrities such as Ellie Goulding endorsing the reduction of plastic waste, it’s no surprise that the travel industry is taking note and changing their approach towards environmental issues.

According to Green Tourism, 71% of tourists want more sustainable options, leading to travel providers such as InterContinental Hotel Group making changes, for example ditching mini toiletries with a third of their hotels following suit, as seen reported in the Independent and Telegraph.

The industry is demonstrating how educating staff and collaborating with competitors and consumers is the key to creating a movement for positive change.

Gastro Tourism

Food is one of the main selling points for any holiday, with 80% of travellers basing their choice of location on the range of places to eat and drink during their break according to the World Food Travel Association.

Gone are the days where tourists chose to eat in the restaurant closest to their hotels, with travellers now looking to live like locals and destinations are taking a leading role in becoming storytellers and bringing the experience alive by slowing down consumption and increasing education.

In order to be successful at this, destinations need to be clear about what is authentic to their locality and make this accessible to customers with the help of local chefs and communities.


Wellness is shaking up not only the travel industry, but society in general, with an ever-present focus on wellness and mental health in the workplace and beyond. The Wellness Tourism Association notes that solo travel and innovative wellness retreats are becoming more popular and with that we can also see a spike in people willing to travel in car rentals, click here and learn from the experts why. The rise of social media making wellness even more accessible for newcomers. There is also a greater demand for flexibility, with the travel industry having to adapt to suit the need for short and long stays.

The challenge the industry now faces is shifting the demographic from the luxury market to make wellness retreats financially friendly for everyone including younger people. Companies such as Joali Maldives and Accor Hotels believe that education and providing holidaymakers with enriching experiences through activities such as yoga and meditation is the key to success.

By implementing initiatives, including improving sleep schedules, active nutrition and positive movement by offering more than just a fitness gym, travellers are forging meaningful connections with others of similar mindsets and their environment – that they can implement in their personal lives long after their holiday ends.


Out Now LGBT reports that LGBT travellers are ultimately looking for a service that offers them both reassurance and respect. Equality is at the forefront of customer’s morals and values, with 70% saying they wouldn’t visit countries that had anti-LGBT laws and social attitudes.

As a result, media specialists are advising that travel companies continue to be progressive in their thinking and be allies in their advertising and editorial coverage. It’s also important that staff are aligned with these ways of thinking, as 28% of LGBT families had a strong concern that they would be judged by hotel staff.

So, what’s next? As we enter the new decade in 2020, understanding audiences is key and companies should be avoiding stereotypes of the typical ‘gay’ to alleviate the concerns of the 39% of travellers who are concerned by what others may think of them. Organisations such as Discover Puerto Rico are offering sensitivity training for all their staff with Evaneos offering personalised and multi-day tours that are matched to the customers, based on their dream trip.

GenZ and Youth Travel

Known as the ‘woke’ generation, Gen Z are drinking less, dismissing gender stereotypes and expecting companies to display a high-level of social responsibility.

According to Contiki, 78% of Gen Z people said they are more loyal to purpose-driven brands than traditional brands and 70% said that the environment and equality are the fundamental issues they care about. These perspectives are forcing travel brands to reconsider their approaches and to continue a consistent narrative throughout the business. Contiki are wanting to involve Gen Z as collaborators and not just as consumers, so are re-positioning their travel experiences to support the local communities and their economies by realigning all 350 of their trips to include conscious travel.

Facebook also credited the rise of AR and VR in the Gen Z generation, with 80% interested in using it. They said that growth requires deep connections with people and culture, for example the Virgin Atlantic pride flight highlighted the importance of incorporating this support throughout the company’s decisions, not just for Pride month.


If you’re looking for an audience-led travel PR strategy, contact us.

The UK’s OK – top staycation destinations for 2019, by Sophie Whitehead

Ever thought about a staycation in the UK? It seems that 40% of us plan to make multiple trips around the country this year and it’s easy to see why.

You can start to think beyond gloomy weather forecasts and endless games of Guess Who. The recent Reader Travel Awards, carried out by Wanderlust, highlights some of the Top UK holiday destinations of 2019 and, with highlights ranging from Scotland to Snowdonia, there’s something on the list to satiate all manner of holiday desires. For those wishing to abandon passport problems and airport angst, look no further than the following list…

Intrepid travellers, take note: wilderness is firmly in the mix for staycationers in 2019, with several of the top 10 locations ideally suited for the adventurers amongst us. Gaining silver place on the list was the Lake District – with walks around Lake Windermere continuing to prove popular for fervid expeditioners alike. Thrill seekers looking to test their abilities can try Mount Snowdon – the successful will be rewarded with breathtaking views. With the Peak District and the Cotswolds also nabbing spots on the list, 2019 is set to be the year to clear out the cobwebs – just grab some walking boots and you’re good to go.

If you’re looking to relax (join the club) look no further than the Highlands. This remote location bagged gold at the Awards – a quick google search and you’ll see why. Rugged coastline, medieval castles, a search for the elusive ‘Nessie’ – whatever your holiday habits, there’ll be something to entertain you. If that all sounds a little too active and you’re pining for a piña colada on sandy beaches, check out this list of Hawaii-esque Highlands beaches.

If you’re amongst the 48% of holiday-makers looking to book a city break this year, you’d be hard pushed to find a better location than Edinburgh. With Portobello Beach, Arthur’s Seat and plenty of pubs in between, Scotland’s capital is the perfect way to while away a weekend. If you’re looking for a culture kick, the Modern Art Gallery, National Gallery of Scotland and Summerhall are just a few of the brilliant free galleries at your disposal.

So, if you’re looking for a hassle-free holiday, get one of these locations on your list. Leave the currency crises and packing predicaments behind and gear up for a UK holiday in 2019…who knows, you might be very lucky with the weather!

2019 travel trends, by Naomi Stafford

Across all industries there are predictions on what is going to be hot for this year and travel is no different. Many of the trends are influenced by the topics that have generated the most headlines over 2018 – think artificial intelligence and environmental issues.

Following research with 21,500 travellers across 29 countries and guest reviews of over 163 million guest reviews, has given an exclusive sneak peek as to what travellers can expect in 2019 and revealed its top travel trends. So, if you want to know exactly what you’ll be doing when you next jet away, read on:

Micro travel

According to, over half of travellers from around the world (53 per cent) plan on taking more weekend trips, with 2019 being the year of ‘bite sized travel.’ As a nation, we love long weekend jollies that allow us to make the most of our annual leave. By splitting it into small chunks, it gives us the chance to explore new destinations in shorter time frames. One weekend you could be in any one of the hotels in Liverpool and the other weekend you could be Blackpool.

We’ve seen many improvements across the travel industry over the last few years with better flight routes, cheaper flights, accommodation, car rentals and transport, meaning that micro trips are set to really take off . Unique accommodation for short trips away is also going to be a hot topic, so if you originally dismissed that tree house, think again!

Conscious travel

2019 is going to be the year for the conscious traveller, with human rights, working conditions and environment issues impacting our choice of travel destinations.

Half of the travellers surveyed by felt social issues were really important when choosing where to go. Also, over half will decide not to go to a destination if they believe it will negatively impact the people who live there.

Safety is also of vital importance to travellers. New platforms such as Destination Pride are popping up all the time, which provide jet-setters with a ranking of how LGBT+ friendly their chosen travel destination is, while organisations are showing their support for women choosing to travel alone.

Artificial intelligence

We heard more and more about artificial intelligence in 2018 and now it is also being seen in travel. thinks key-less room access with your phone, personalised travel tips and robotic concierge who can communicate with guests in their first language, are predicted to be taking over our holidays in 2019.

The stats from say that travellers are reportedly more enthusiastic then ever about real-time luggage travel through a mobile app (57 per cent) – goodbye lost luggage! They said that having a single app for all their planning, booking and travel needs would be welcomed and that they would consider using self-driving transportation in their destination (40 per cent).

Next year, we’ll see more tech developed to support the research stage for your next trip, too. 31 per cent of those surveyed admitted to the idea of liking a ‘virtual travel agent’ in their home. One in five said they’d want augmented reality to help them familiarise themselves with a destination before they land.

The bespoke experience

We all like it when things are made easier for us and this is no different with travel. In the survey, 34 per cent of travellers admitted that they would like someone, or something, to do the hard work for them and make travel recommendations. 41 per cent also want AI to make travel suggestions for them based on their past destinations. A digital tour guide was also met with excitement by 52 per cent of people.

Out of this world travel

With NASA starting construction of its Luna Space Station next year, space traveller is becoming more of a reality by the day. In 2019, we’ll continue to see vast investment in orbital spaceflight as people become more intrigued by travelling literally to the moon.

Four in ten travellers admit they are excited about the idea of space travel and would consider taking off to space (38 per cent).

While we might not be travelling to space this year (we’re not quite there yet!), people are becoming more adventurous as to where they holiday – 60 per cent of travellers want to stay somewhere under the sea.

Trips with a purpose

Forget university, Generation Z will start questioning whether they can learn more life skills while travelling than from a degree. This year will see people wanting to pick up a new skill whilst on holiday, rather than just catching some rays.

Whether it’s volunteering or a skills-based holiday, more of us will be looking to take part in a cultural exchange or complete a work placement across the pond to equip us with new skills.

Authentic experiences

Travel with experience was a big trend in 2018, but thinks it will go on step further in 2019. They found that 60 per cent of travellers value experiences higher than material possessions, making unique and authentic experiences extremely popular.


Plastic and the environment was a hot topic in 2018 and it will reflect our travel choices this year, too. It’s predicted we’ll be looking for more sustainable experiences that won’t have a huge impact on the planet. With more people looking to enjoy an environmentally friendly holiday, we’ll also see new organisations launch, placing eco-friendly travel at their core.

Do you agree with the above? What travel trends do you think will be big this year?

The best travel apps for holidaying like a Travel PR pro, by Gemma Wilson

Planning a dream holiday can be a pleasure and a pain. With so much choice and limited time to play with, it’s natural that, as with so many things in life, we’re increasingly relying on technology to ensure we get straight to the good stuff during our getaways.

As a travel PR team, we’re an inspired and informed bunch when it comes to making the most of our annual leave allowance. The Lucre Leeds office shares their recommendations for the best, free travel apps to install now that will help you discover a new destination and get more out of your next holiday.

Initial Planning:

Culture Trip

Culture Trip app logoWhilst Trip Advisor and Lonely Planet have long been favourite tools for holiday planning, if you’re looking for off-beat ideas, Culture Trip is a great place to start. Its collection of round-up articles are perfect for living like a local or at least considering things to see, do and eat beyond the tourist traps. The coverage is extensive – most cities, regions and countries are covered by hundreds of articles that will whet the appetite. Check out your chosen location or use it for inspiration for where you might like to visit next. (Free, iOS and Android)



HEHA! Trip Planner

HeHa! App logoOnce you’ve chosen your location, the planning really starts. Luckily our fantastic client, Holiday Extras, has developed a new app to help pull all your ideas and trip information together, making the process so much easier. HEHA! stores your booking confirmations, your itinerary and your wish list excursions in one, easy to see place and will send you a reminder if there are things left on your to-do list. Because we all need a little help staying on top of life admin! It even enables you to have group conversations with your travel pals within the same app, so you can share ideas, discuss the details and document your travels via photos and links uploaded to your space. (Free, iOS and Android)


While You’re Away: app logoSince data roaming charges were dropped in most of Europe, the issue of accessing maps has become less of a concern on the continent. But, that said, there are still pockets of the planet where data access is difficult on the move and this app is perfect for such moments. With 50 million downloads it’s become a life saver for travellers on the road, providing access to detailed offline maps for destinations worldwide. Explore points of interest or create your own pins to plan your personalised trip and navigate confidently whether you like to bike, hike or take to the open road. Give it a go when you fancy a change from Google Maps, or you forgot to download the map in advance. (Free, iOS and Android)



Citymapper app logoThere’s nothing quite like that feeling of faint unease when you realise you have no idea how to get anywhere in a brand-new city, without racking up an impressive Uber bill. That’s where Citymapper comes in. This handy app will make you feel at home on public transport systems in city break destinations, giving clear instructions on how to get from A to B fuss-free and often how much it will cost you, too. If you’re more comfortable above ground than below, you can make the selection of bus only and cycle routes. (Free, iOS and Android)



Google Translate

Google Translate app logoWhether you’ve planned every minute of your holiday or opting for a more spontaneous experience, there’s every chance a little local lingo will help you get that bit more out of your break. From having a friendly chat with the neighbours to booking a recommended restaurant, you’ll likely have a better reception and outcome if you can speak the language. Speaking English in a generic accent is just not going to win you any favours. Get a better table, an insider tip and practice good traveller etiquette with Google Translate, which can help find the right phrase and top up your language skills on the move. (Free, iOS and Android)



Where Lucre goes on leave, by Ben Frith

From launching landmark London hotels to sending a plane full of drag queens to Lanzarote, at Lucre we’re delighted to work on exciting campaigns with a range of incredible travel brands. Through our work, we can escape the mundane and accumulate an abundance of inspiration that goes on to fuel our own holidays, both in the UK and abroad.

And if there’s anything we’ve learnt whilst creating bespoke communications strategies for our travel clients, it’s where to go for a well-earned break ourselves. But where will we swap London and Leeds for this summer? Look no further…

Porto, Portugal

Porto, when Lucre goes on leave

Where Lisbon has crowds, Porto has charm. Notably more laidback than its southern sister, people flock to Portugal’s second city for its medieval influences, famous facades and signature tipple (it’s in the name!). The saying goes that people make a place, so we couldn’t write about our love for this place without mentioning those that call it home, who happen to be some of the friendliest around. Walk the Luís Bridge, take in the view from Passeio das Virtudes and go tile-spotting at São Bento train station – you’ll never want to come back!

Istria, Croatia

Arena One 99 Glamping. Pictures © Karen Harvey (

Arena One 99 Glamping. Pictures © Karen Harvey (

Forget Dubrovnik, Hvar and Zagreb and pitch up in Pomer instead. We’ve been lucky enough to work on the launch of Croatia’s very first glamping destination, Arena One 99 Glamping, for the past couple of months and joined Stylist, The Sun and there for a taste of the Istrian sun. Combine the glampsite’s picturesque pebble beach, delectable servings of seafood and revitalizing spa treatments and you’ll quickly understand the appeal of the Adriatic’s newest hot spot – and that’s not even mentioning its proximity to Pula and the region’s Brijuni National Park. Did we mention its wine culture?

Venice, Italy

Sun, sights and sand aren’t always the first combination of words that come to mind when you think of Venice. However, ever since I stepped foot on The Lido on a city break there in 2015, I’ve been counting down the moments until I can go back. There’s no need to deliberate between a beach break and city escape here. You can get the best of both worlds by cooling off on the sand after a day of exploring all that the city has to offer and tucking into as much gelato as possible along the way!

Is Instagram changing the way we travel? by Luisa Roberts

Whatever happened to seeing where your travels may take you and the excitement of discovering hidden gems by chance? Increasingly, a new wave of social-savvy travellers are opting for a very different style of travel, including meticulously planned itineraries, curated with the help of a modern-day travel agent: Instagram.

With over 800 million monthly active users that share an estimated 95 million photos a day, it’s undeniable that we have an appetite for visual content. Instagram has fast-become one of the most trusted sources of travel advice, with 48% of users relying on the app for destination inspiration for their next escape. In fact, ‘Instagrammability’ is the most vital consideration for millennials when choosing a destination.

Last year, a study by National Geographic found that certain destinations appearing on the app experienced a growth in the number of visitors the more it was tagged. Tourism boards across the globe have quickly wised-up, with many already hosting ‘influencers’ for their holidays in exchange for sharing their adventures with their many eager followers.

The astounding business potential through utilising this new travel platform is perfectly summarised by photographer Chris Burkard, who shares;

“Now you’re less than 10 clicks away from seeing an image on Instagram to purchasing a ticket to go there.”

Whilst Instagram presents a great opportunity for destinations to put themselves on the map alongside empowering users, opening their eyes to a world of options and inspiration, it is also beginning to show its darker side.

With travellers planning every aspect of their trip down to the last meal out and coffee break based on recommendations by their favourite instagrammer, it runs the risk of killing our sense of adventure. It also hinders the potential for local businesses that aren’t splashed over the pages of top influencers, which rely on good old-fashioned footfall. Certain destinations have already seen such a large influx of social-media driven visitors that it has also invited the detrimental effects of over-tourism, including environmental degradation, cultural erosion and unsustainable development.

So when you come to plan your next getaway, think twice about travelling to somewhere a little different and share your adventure that others can be inspired by. It’s time to re-discover your inner explorer and your memories might be that bit more special for it!

Will the bucket list live on? by Kate Hutchinson

Whether you’re a well-oiled bucket list machine, keeping track of all your must-dos and have-dones in a creative looking scrapbook or just have ideas floating about in your head with all the things you want to do or see in your lifetime, bucket lists have become a way of life for many people.

However, following recent controversy, the bucket list has come under fire from many, particularly when it comes to a travel and tourism perspective.

Bucket lists are encouraging travellers to flock to those infamous bucket list destinations and landmarks. From Machu Picchu to the Taj Mahal, and even Everest, travel to these locations which were formerly considered a once in a lifetime trip, are instead being described as ‘chaotic’ with queues detracting from the experience.

Tourism is said to be having an environmental impact on some of the world’s most iconic locations. Many of them weren’t meant, or built, to withstand the increasing footfall. This has led to some of those classic bucket list tourist destinations to come under threat, with people going to extreme lengths to capture that Instagram-worthy snap.

Despite the negatives that have been linked to this, many are still pioneers for the bucket list and the benefits it can add to our lifestyle. Many use it as a method to ensure they make the most of their time and visit more places, but bucket lists needn’t be solely travel.

These are just three important benefits to having your very own bucket list:

  1. Encourages spontaneity and adds perspective on the world around you
  2. Positive distraction – we all know work can be stressful, so it’s always helpful to have a focused distraction that encourages you to step away from those everyday worries
  3. Sense of achievement

Completing items on our bucket list can make us feel as though we’ve fulfilled more in life and gives us a sense of accomplishment. Things might not always be completely realistic and that’s okay! People that know me would no doubt laugh at the thought of me one day running a marathon and I probably would too, but it’s nice to have something to work towards. After all, a bucket list is meant to be aspirational.

If Facebook have anything to do with it, it certainly won’t be the end of our bucket lists, with the social network introducing a new way of sharing our ‘lists’ with friends to promote interaction. Although this feature wasn’t purely for bucket lists, it seems Facebook were keen to ensure that the bucket list lives on, despite the negative reports.

So, I would encourage you to create a bucket list and ensure you live your life to the full.

Embrace Vancouver’s great outdoors, by Luisa Roberts

Delightfully green and with outdoor life at its heart: the city of Vancouver truly captures the essence of British Columbia. The parks, gardens and forests in and around Vancouver are so plentiful that you could easily spend a whole week exploring, but I have selected my five favourite activities from a recent visit, to give you a taster of this refreshing outdoor life in as little as a few days.

Cycling in Stanley Park

Stanley Park is the jewel of Vancouver, so if you are only visiting for a short break, place it at the top of your list! The best way to explore is on two wheels around the seawall surrounding the park, which offers incredible views of Vancouver’s skyline. The seawall is around 6 miles long and should take roughly an hour, including a few stops to take pictures too (tip: the area near the Marina/ Vancouver Rowing Club has the best views of the skyline).

Devonian Harbour Park is a great place to begin as it’s within a stone’s throw from most of the bike rental shops on Denman Street and there are a handful of picturesque waterfront restaurants to refresh after a cycle ride. Other activities in the park include the open-air swimming pool overlooking the water and Vancouver Aquarium.

English Bay Beach

Situated just Southwest of Stanley Park, English Bay beach is a beautiful place to relax on a sunny day.

The beach offers a nice selection of summer activities including volleyball courts, kayaking, swimming and the Cactus Club Café. It is also a good place to spot local wildlife and watch the stunning sunsets.

Lynn Canyon Park

The scenic Lynn Canyon Park makes a fantastic day trip from Vancouver, where you can really immerse yourself in forestland, crystal clear rivers and emerald pools. The park also boasts a suspension footbridge leading over the river. The best part is, it’s completely free! Vancouver has one other suspension bridge nearby (Capilano Suspension Bridge), but this costs $39.95 to use, making Lynn Canyon Park all the more appealing.

The journey itself is another reason why this is such an enjoyable day trip. You can catch the Sea Bus from Waterfront Station (for the same price as normal buses) over to West Vancouver. The Sea Bus offers a fabulous view of Vancouver’s skyline on the return trip, so make sure to keep your camera ready!


Vancouver’s Chinatown is the second largest in North America and is most certainly worth a visit. Begin your explorations on W Pender Street and enter Chinatown through the famous gates. Take in the fascinating scenes of locals shopping at speciality grocery stores selling unusual Chinese vegetables, herbs and spices unknown to many and browse in the Chinese Gift stores for keepsakes. The Dr. Sun Yat-Sen Classical Chinese Garden (578 Carrall Street) provides a tranquil oasis in the middle of a busy, bustling district and transports you back in time to 15th Century China.

I am a big fan of Dim Sum, so I was quick to hunt down the restaurant which claims to serve up some of the best: New Town Bakery (148 E Pender Street). And it did not disappoint! I recommend the Char Sui Steamed Pork Buns and one of their renowned egg custard tarts to finish.

Techy Travellers, by Naomi Busuttil

Many of us will admit that even in life’s most precious moments, we just can’t put down our phones. This is probably most relevant when on holiday and we find that while we should be soaking up the culture and relaxing, we’re instead snapping away for Instagram content, checking emails and scrolling through our social feeds.

But contrary to popular belief, phones aren’t the enemy when it comes to travel. And either way, who can resist travelling when you have some really good Europe Travel Deals. In fact, the travel-hungry among us are realising that apps can actually improve the experience and can be useful to ensure that you make the most of your trip. A recent study by Amadeus found that 45% of travellers have used an app to help them plan travel, 61% of business traveller’s check-in to their flight via a mobile app and 70% of travellers use a social app to share and relive their experiences.

There seems to be an app for every stage of travel, from choosing where to go to booking, right through to apps that are full of inspiration for while you are there. You can easily access unmissable sights, the best cafés and restaurants and exciting things to do in the place you are visiting, all with a swipe through your phone.

Apps such as SkyScanner, CityMaps2Go, Citymapper and PackPoint will help you to plan, pack and tour your way around the globe with ease. So, don’t put down your phone when it comes to travel; embrace the benefit of having the world at your fingertips and enrich your trip with some handy travel tech.

See ya, summer, by Eleanor Webster

With summer so nearly over, we find ourselves now looking to our next summer holiday (seems miles away, doesn’t it?). We almost always take a break to get that much deserved time out to relax and reset, but don’t let the chilly days and darker evenings be the reason to put you off your next travel adventure.

The travel industry has seen a huge rise in the great ‘staycation’. Isabel Choat of The Guardian puts it down to Brexit as Visit Britain reported that there was a 10% increase in bookings in the UK and there doesn’t seem to be any signs of it slowing down.

Whether you pack your bags and head to Thailand to enjoy massage sukhumvit or merely pack a sack of lunch to enjoy some time in the garden, you need to let yourself go and enjoy the vacation. Holidays aren’t just for summer, so take a little inspiration from us when it comes to picking your next getaway this autumn.

City Breaks
The classic city break is a brilliant way to relax because, believe it or not, you’re still getting away from it all. A change of scenery from what might feel like the humdrum of your everyday will be welcomed as there’s no better feeling than being able to get lost in the streets of a brand new city. The idea of museums and sightseeing might seem boring to some but up close it’s brilliant to feel submerged in the beauty and history of a location. You don’t even have to travel abroad to cities such as Amsterdam, Paris or Berlin – go for something on your doorstep like our very own capital, London or historic cities such as York and Bath.

Beach Breaks
It might not feel like bikini weather when it hits September in the UK, but that still doesn’t rule out a beach break. You might have to add some layers but a nostalgic trip to the seaside with a long walk on the beach is the perfect way to spend some ‘you’ time – you’d be surprised by some of the sands and seas we’ve got on our coastline. What’s more, with many beaches allowing dogs during these seasons, you can take your furry friends with you too (and save some money!)

Spa Breaks
Need we say more? A day trip or a full blow-out, spa breaks are a must. Throwing on a fluffy gown and slippers puts you straight into relaxation mode – just ignore the Wi-Fi and switch your phone off for a purely blissful experience. With so many last-minute offers around, it’s easy to book and takes minimal planning, making it a no-brainer option. Taking advantage of the spa facilities and treating yourself to a massage or treatment, you can’t get more ‘zen’ than this.

Three travel trends we can get on board with, by Harriet Ball

The way in which we choose to travel has changed significantly over the past few years. Millennials are living in the moment and want it all. The majority can’t afford a mortgage so their money goes on travel and living life to the full. If it doesn’t look good on Instagram, it’s a no-go, and if you don’t Snapchat it, you basically weren’t there. However, we need to travel mindfully and respect the locals to be able to sustain this ‘go anywhere, anytime’ lifestyle. Here are three travel trends we can get on board with.


Little and often

Gone are the days of the two-week exodus to the Costa Del Sol. Who wants to spend their annual leave in one go and endure months tied to their desk until next year’s holiday comes around? Recent research revealed that ‘little and often’ is how millennials take their holidays. Budget flights and accommodation around the world have opened up a multitude of options for ticking off bucket lists quickly and efficiently. This, in theory, should ease the crowding in the traditional Brits abroad hotspots as we look to new and less crowded destinations. Why ever not opt for a weekend in Iceland in April, a hop over to France in June, a staycation in August (because who wants to share air space with packs of screaming kids?) followed by a ‘big’ five day holiday with pals in September (the best month of the year to go on holiday)? Oh, and don’t forget a cheeky Christmas market break in December. We want a bit of everything. Sue Us!

Gram it

If it’s not ‘grammable’, it’s not worth the schlep. Recent research by our client Superbreak recently found that one in three of us have booked to visit a destination after seeing it on Instagram. And it’s not just millennials who are led by their smart phones to destinations new – 16% of people aged 65 plus have also booked at least one holiday after seeing photos on the social media platform. Capturing an array of perfect pictures whilst away has become the ultimate must-do. Taking, editing and sharing of snaps on Instagram takes up an equivalent of two days 19 hours and 12 minutes of our annual leave allowance each year!

Mindful escapes

Perhaps a by-product of travel habits no. 1 and 2 (we blame the weather), tourist boards around Europe are dealing with a huge backlash from locals complaining that tourism is ruining their cities. Hotspots like Barcelona, Rome and Dubrovnik have seen anti-tourism marches taking place this week to protest against overcrowding, inflation and unruly visitors getting drunk and peeing in the street. Locals are (understandably) very angry; they can’t sleep for the Airbnb parties going on around them, they can’t afford their local café anymore and in the worst-case scenarios, some are being displaced as their apartments are sold off to build luxury tourist apartments. While speaking at the World Tourism Forum in Lucerne, Amsterdam’s head of marketing revealed that the city does not want more people to visit but they want to increase the quality of visitors – “we want people who are interested in the city, not who want it as a backdrop for a party”.  Cue the need to channel a new wave of discreet, mindful tourism, whereby we still have fun, enjoy ourselves, but we respect the locals and their way of life and don’t act like total douche bags!

Lunchtime Explorer! by Janine Clark

Working in travel PR, we are constantly writing and talking about experiencing new, far-flung and stunning UK destinations. From ski resorts and new beach destinations to lakeside hotels and (relatively) ‘back to nature’ glamping locations, there is so much on offer! However, on walking past a group of office workers playing boule in Leeds city centre this lunchtime, it beckons the question; how well have we explored our own city and what cultural and interesting experiences can we fit into our everyday lives?

So, using an average one-hour lunch break as the perfect opportunity to fit in a shot of exploration, what experiences can we embrace on our lunch hour to help us become more locally well-travelled.

Some suggestions for 60 minutes (or less) things to do and see within your lunch hour:

Taste your way – Find the best coffee, cake, cheeses etc. by dedicating your lunch hour to sampling a selection of local food or drink to find the ultimate top 10 (you might want to hold off the top 10 gins!).

City-watch – With Spring Watch gracing our screens, this is the opportunity to channel your inner Michaela Strachan to do some wildlife watching. Get seated with an identification book and see what birds, mammals, insects or even reptiles you can spot. Keep your phone handy for the red squirrel or wild deer spot…you could get a film of your very own Spring Watch Live!

Mini concerts – Tune your ear with a free lunchtime concert held by universities or colleges such as the Northern College of Music, town halls and galleries or simply listen to a  busker (it’s how Ed Sheeran started out!)

Workout! – Use your hour to see the city and give yourself an energy boost! Forget the gym and take a whistle-stop city tour at pace. Plan your route using apps such as MapMyRun and take in the architecture on the way.

Park life – At this time of year, many city centre squares and grassed areas have complimentary deck chairs, just like Park Square outside our offices. Take advantage of this, sit back, smell the roses and take in views…no one said exploration needed to be strenuous!

Experience the UK’s best metropolitan festivals, by Emma Baylis

As a seasoned festival goer, it’s only taken me until recently to experience a metropolitan festival – a concept that’s been slowly on the rise in the UK and is now a booming part of this country’s live music scene.

It’s not hard to see why. Whilst trudging across muddy fields and not showering for four days has its appeal for some, many would prefer a more laid back environment but one that still enables them to experience some of the best up-and-coming artists Europe has to offer, in a short space of time.

Live at Leeds was the first taste of such an event – being local it was a no-brainer at just £30 a ticket. An award-winning festival, thousands of people not only from Yorkshire but across the UK, flock to see hundreds of artists play in a variety of venues across the city. Despite 12 hours of walking, it felt really relaxed, we even managed to stop for tea and cake and we saw all the acts we wanted to. A big thumbs up.

So it’s safe to say whilst Glastonbury is still on the cards and will always be my true festival love, I’ll certainly be hitting the streets of cities across the UK to have a taste of a few more metropolitan events – it’s a great opportunity to explore new places too. Here’s a few that are coming up:



Starting out as a free event back in 2009, Sheffield’s infamous festival Tramlines has increased both in popularity but also success. Held for three days over a weekend in July, it’s inspired by the city’s tram network, hence the name. With an eclectic mix of artists, as showcased by this year’s line-up featuring the likes of All Saints to the Libertines, it attracts thousands each year.

Dot to Dot:

A unique concept, this festival takes place over the last May bank holiday – but in three UK cities. Known for unearthing the country’s best new talent, Dot To Dot returns to Manchester, Bristol and Nottingham this year, with a day in each city. Expect lesser known artists but ones that are likely to take the music scene by storm in years to come –  London Grammar, Catfish and the Bottlemen and the 1975 have all played in previous years.

Sound City:

Liverpool is of course known as the birthplace of one of the world’s most famous bands, so it’s little surprise that it’s host to a music festival. This year it turns 10 years old and will see the likes of The Kooks and The Cribs as headliners over May Bank Holiday weekend. Held by Liverpool Docks, it’s a really iconic setting too.


A lesser known but equally as exciting city festival is Portsmouth’s Victorious which is held over August Bank Holiday Weekend. Set against the backdrop of the sea, the line-up is pretty impressive with Madness, Stereophonics and Elbow headlining. This one does offer offsite camping too, so you can experience the best of both worlds.


Finally, we couldn’t end without a nod to the ultimate metropolitan festival held in London. Hosted in Finsbury Park, Wireless has more of a hip-hop urban vibe and will see Chance the Rapper, The Weeknd and Skepta play to thousands this July. With high street retailers as sponsors and merchandise galore, this one’s definitely a bit more on the commercial side – but offers a good time nevertheless!

Lucre’s Trending Bucket List Destinations for Summer 2017, by Harriet Ball & Shannon Grimm-Berghaus

Nothing excites us more than packing our bags and whisking ourselves away to destinations new. Each year we read and hear about places that inspire us and our wish list grows ever longer. We asked around to find out the destinations and holiday experiences that are on the bucket list for the Lucre team this summer:

  1. Iceland

Iceland has well and truly made it on to bucket lists of globetrotters around the world. Since 2010, visitor numbers have increased from 490,000 to an expected 2.3 million visitors this year according to the Icelandic Tourism Board, with its most famous attraction being the elusive Northern Lights. The island is full of adventures and surprises on every corner. The west coast offers a beautiful 100km coastline which has been conserved as a national park. You can spot whales, see stunning waterfalls and walk trails connecting the inland with the seaside. One thing to note, you might want to brush up on your Icelandic etiquette before you depart; the tourist board has launched the “Iceland Academy” campaign to encourage clueless holidaymakers to visit more than just the tourist hotspots – one of them entitled ““How to Avoid Hot Tub Awkwardness”.

  1. Vancouver 

The weak pound may be making holidays more expensive, but the good news is that long haul flights have dropped by up to 18% since 2016, with the greatest price drop being Vancouver[1]. This makes the great metropolis of British Columbia sitting on the western coast of Canada more accessible than ever before. The city offers everything: A mixture of culture, amazing cuisine, lakes and beaches galore and of course, the mountains. In summer you can bike around the city and beaches or spot a Grisly at nearby Grouse Mountain. In winter, nearby Whistler offers great skiing for a perfect winter holiday.

  1. Santorini 

Santorini was one of the most trending holiday destinations in 2016 and it looks like its popularity has failed to waiver in 2017. And for a good reason! The island offers some of the most breathtaking views in the world over beaches and cliffs across the island’s blue and white rooftops. And how can you not fall in love with the thought of gazing out to sea with a glass of Retzina, a Greek salad and olives whilst watching an unforgettable sunset? The currency in Greece, of course, is the Euro but the country’s current economic troubles mean that it can still be a cheap holiday option, if you know where to look.

  1. Japan

The land of the rising sun has been on our bucket list for a while now; however, its newfound status as one of the world’s gastronomical centres has really cemented it as one of our most-coveted destinations. Sushi and Grill restaurants are on every corner, as are ramen bars – a gastronomical hit that has exploded in cities worldwide in the past year. If you like your wagyu steak or sashimi with a price tag that won’t make you faint, head to one of many stand-up restaurants frequented by value-conscious diners across Tokyo. If you don’t mind splashing the cash, the Japanese capital has a mind-blowing 226 Michelin-starred restaurants. It’s unsurprising, then, that Saveur magazine named it the “world’s best food city” – we need to go.

  1. Lisbon

Noticed that your Instagram feed is filling up with snaps of Lisbon’s charming old town? That’s because this beautiful city is one of the trendiest places to take a city break in 2017. With amazing seafood and sunsets on rooftop bars, Lisbon offers warmth, culture and gastronomy aplenty, plus of course the opportunity for an array of stylish holiday snaps. It is cheap for solo travel, couples or group travellers and hotels are generally better value for money than most cities in Europe. We’ll be travelling in the off-season to ensure we get the best deal.




There’s No Place Like Home by Ben Frith

In its most recent ‘Best Places to Live’ report, The Times named Leeds as the best cultural place to live in the UK, beating cities like London, Bath and Manchester to come out on top!

We’re a little biased of course, but we tend to agree. Our home city is almost unrecognisable from what it was five years ago, with Trinity Leeds and Victoria Gate being just a couple of brand new shiny additions to the skyline that have helped put Leeds on the map. It’s not all about shopping though – institutes like Opera North, City Varieties and the Northern Ballet have also been major players in making Leeds the cultural hotspot that it is today.

Earlier this year we discussed how staycations will be a big part of travel in 2017 and, whilst we love that Leeds has taken the cultural crown, we’re all for championing places that make the UK such a great destination to visit. So why not make this year the year you swap Copenhagen for Cambridge, Berlin for Brighton or Dalaman for Dorset?

Around the World in Four Must-Reads, by Bianca Matley

Travel can seem almost incomplete without a good book; lounging around the pool, following guidebooks or a novel to inspire a new trip. Before Instagram, books such as ‘Eat, Pray, Love’, ‘The Beach’, ‘The Alchemist’ and ‘On the Road’, were and are well known for acting as travel inspiration to the locations so inspiringly described on their pages, leaving us to discover even more through our own experiences.

To satiate the travel hungry and recognise World Book Day (2nd March), I’ve picked a ‘novel journey’ that has inspired my wanderlust travels or have bookmarked for the (hopefully) not-so-distant future.



The book – The Shadow of the Wind, Carlos Ruiz Zafón

Set in the post-Spanish Civil War period, this story within a story sees a boy, Daniel, discover the history of his chosen book ‘The Shadow of The Wind’ from the secret Cemetery of Forgotten Books. His attempts to find more by the author Julián Carax, lead him down a path to more than he could have imagined.

Must see:  Barcelona plays a huge part in this novel and the most noted thing to see is Antoni Gaudí’s La Sagrada Família. Ninety years after Gaudí’s death, the basilica is in its final stages of construction – over 180 years’ in creation, it’s a sight to be seen.



The book – The Old Man & The Sea, Ernest Hemingway

A short novel about the struggle of an old Cuban fisherman, Santiago, and his five-day battle with a giant marlin off the Gulf Stream after a long streak of bad luck fishing. It goes through the motions of defeat, struggle and determination.

Must See: Tipped as the number one holiday destination for 2017, Cuba’s streets are steeped in history and exceptionally lively so it’s easy to wander and become lost among the street food and live music, especially along The Malecón. You can also get adventurous and hike the highest point on the island – Pico Turquino. Or simply head to one of Hemingway’s two favourite watering holes in Havana, La Floridita and La Bodeguita del Medio, which still stand today, to sip a Mojito or two.



The book – The Mountain Shadow, Gregory David Roberts

Roberts, a former convicted bank robber in Australia who escaped Pentridge Prison in 1980, fled to India for ten years where he wrote the famous Shantaram. This sequel is a thriller that takes you through a mafia culture in Mumbai that’s changed since the events in the first book. The main character, Lin, can’t leave without his soul mate and caught in the clutches of a fatal promise.

Must See: Mumbai (formerly Bombay) is home to rock-cut temples on Gharapuri – or Elephanta Island – a Unesco World Heritage Site. An hour ferry trip out from the Gateway of India, marvel at the immense temple carvings through the caves.



The book –  A Room with a View, E.M. Forster

Between England and Italy, this classic novel depicts the struggles of a young woman, Lucy, and her modernised views against Victorian values. Her trip to Italy with her cousin opens her eyes to a wider world and their relaxed society compared to Victorian England and her love interests along the way.

Must See: With part of the book set in Florence, also known as the ‘the cradle of the Renaissance’, a visit to the Santa Maria del Fiore Cathedral should be top of the list. Take a walk up to the rooftop for the views at night and see a close-up of the intricately painted ceiling of the dome, then amble through the Piazza della Signoria, walking in Lucy’s footsteps.

Where Will the Oscars Take You? by Harriet Ball and Rhys Reynolds

Destinations to watch inspired by the big screen

In case you live under a rock, the 89th Academy Awards took place last night with the film world’s glitterati turning out for the culmination of what has been one of the most exciting and surprising awards seasons yet. Although a certain ‘Best Picture’ mis-hap seems to have overshadowed the event, rather than focus on that, our travel team are more interested in taking a look at the locations that played home to this year’s Oscar nominated pictures. Has La La Land inspired a mass exodus to the city of angels? Or is Miami, location for winning film Moonlight, on the bucket list of travellers this year?

La La Land – Los Angeles, California

If the opening scene of the movie, or the now iconic shot of Ryan Gosling and Emma Stone doing a ‘Fred and Ginger’ above the sparkling lights of the city, doesn’t have you running for the Hollywood Hills, then there’s a small chance you may be dead inside… From the sun-kissed trendsetters of Venice Beach to the swanky hole-in-the-wall bars in West Hollywood, LA has become a must visit spot for travellers all over the world. The Getty centre is a must-do for all wishing to visit the star-studded city. J. Paul Getty Trust is a billion-dollar trust treasuring art and artefacts from around the globe. A collection of priceless pieces to rival The Louvre, it’s easy to immerse yourself for hours. Finish the day with a picnic on the grass, a glass of vino and the ever-enchanting scenery where blockbuster dreams are made. The city of angels will leave you dazed and dazzled dreaming of your name in lights. Plus, Norwegian has just released its schedule of super cheap trans-atlantic flights to destinations including LA so now there’s no excuse for putting off the dream!

Lion – Calcutta, India

The heart-wrenching story of an adopted boy who tries to find his family will make you love, laugh and cry for sure, but it will also have you yearning for the colourful climes of India. Set between Australia and India, the film is a fusion of two rich cultures. Food, history and cultural immersion are a few of the major draw cards for travellers lucky enough to be heading there. Dev Patel’s character Saroo starts life in the slums of Kolkata, the capital of India’s West Bengal state. Today, the city is known for its grand colonial architecture, art galleries and cultural festivals. There is a saying in India ‘athithi devo bhava’ which means ‘the guest is God’. To get the full experience a home-stay is well recommended, given that Indian hospitality is second to none. Whether travelling for food, soul searching or the spectacular scenery, India needs to be on everyone’s bucket list.

Moonlight – Miami, Florida

Although this masterpiece, which (eventually!) triumphed at last night’s ceremony, is shot in an impoverished area of the city, Miami still shines. The beach plays a major role in leading character Chiron’s journey from boy to manhood. Virginia Key Beach, where Chiron learns to swim, is now a state park and trust, dedicated to preserving natural wildlife and endangered species. Elsewhere, the film’s stunning visuals capture sides of the city rarely visited by tourists. With soft focus shots of housing complexes or long character scenes set against a backdrop of rolling waves, you almost feel you’re there in the warm air. Miami is trending now, not just for its beaches but as centre for art, food and culture, plus with spring break approaching, it’s on Expedia’s top ten list of destinations for March and April. What are you waiting for?

Moana – Polynesian Islands

Ok, this one didn’t actually win, but you only have to look at the poster for Disney’s latest blockbuster, which was nominated for Best Animated Picture, to understand that you want to go wherever it was set. If you’re curious, it was inspired by a number of Polynesian Islands, one of them being Tetiaroa, which looks as paradisiacal as you’d expect. If you want to go there, you’ll have to wake Marlon Brando from the grave, because he actually owns it. Only joking. He did own, it but it is now home to the inconspicuously named The Brando, a new eco-friendly, ultra-luxurious resort. As we write this, on a breezy morning whilst gazing out at Hammersmith Broadway, we wonder why anyone would ever want to go there..?

To see the full list of winners, visit:

2017 in Travel, by Ben Frith

This time last year, Reykjavik, Copenhagen and Croatia were just some of the places tipped as the top destinations of 2016, and many of us at Lucre were lucky enough to spend at least a couple of days (or more, in some cases) exploring what these locations have to offer. But twelve months is a long time in the travel industry and with every New Year comes a host of new trends that will influence how, and where, consumers will be heading over the coming year.

As tech has become more integrated into our day to day lives, cities such as Barcelona, Oslo and Vienna have driven innovation to enhance visits to their cities. Think super-fast public transport, city-wide free WiFi and USB charging points on every street corner… this will become even more important over the next year, with tourism boards doing all they can to entice consumers to choose them over alternative options.

A recent survey has revealed that as many as 69% of UK travellers will be going it alone at some point this year, suggesting that solo travel will continue to rise in popularity in 2017. Last year saw a surge in women-only travel companies, perfect for consumers that are looking for enriching travel experiences. As pockets get tighter, we predict that ‘second cities’ will attract more visitors as cheaper alternatives to the capitals that are a bigger burden on budgets. Krakow and Marseille are just a couple of destinations that are already proving popular this year.

Speaking of budgets, we can’t ignore how the unpredictability of the pound will impact where the holidaymaker decides to visit either.  Rather than spending savings on a summer holiday abroad, many consumers will opt for a UK break instead. Tourism at home has already benefitted from things like ‘The Poldark Effect,’ and with everything from our coast to crown appearing on screen in programmes such as Victoria, Countryfile and Game of Thrones, consumers have all the more inspiration to holiday closer to home this year. That said, the uncertainty and lower levels of confidence that have become commonplace will also make it harder for consumers to commit far in advance, making way for last minute bookings instead.

So, where will 2017 take you?

Make Skegness great again, by Emma Baylis

A report this weekend revealing that seaside resort Skegness has been ranked as one of the world’s worst holiday destinations has touched our hearts here at Lucre.

Not only do a few of us recall happy memories spent on the beach (or at Butlins), but we think Skegness deserves the chance to redeem itself and perhaps just needs a helping hand in promoting its good points!

Take a look at the likes of Hull and Blackpool – both of which have suffered from negative press for years and are now starting to thrive again following huge investment in advertising, PR and marketing campaigns. Hull has especially hit the spotlight as the UK’s City of Culture for 2017 and was today announced to be BBC Radio 1’s Big Weekend location. We particularly loved the use of their campaign hashtag #ForTheHullofIt which we’ve seen all over buses and billboards across Yorkshire.

We think with a bit of love and attention to improve its “rough around the edges” reputation, a hard-working communications campaign and tailored social outreach inspired by previously successful campaigns could do the world of good, and make Skegness great again! After all, isn’t the staycation on the rise?


Travel Tuesday: World Travel Market 2016, by Graham McKenzie

TravelMole’s very own Graham McKenzie tells us his experience of WTM this year…


Well, the World Travel Market is over for another year. The global jamboree that takes place at ExCeL was, for the most part, very normal with thousands and thousands of travel professionals crowding into the east end of London with their best business cards printed by Metal Kards Business Cards to exchange them and hopefully signatures on contracts. It’s difficult to imagine the enormity of the industry but WTM does give one at least a hint. I think I have networked with a lot of people but my numbers are pathetic when you see the multitudes entering into conversations about dealings of which I have not a clue.

It was for many, business as usual and many things remain untouched. Firstly the somewhat bizarre sight of destinations trying to recreate a bit of their homeland on enormous stands as if that might persuade people to come and visit them. I would like to know what percentage of the annual marketing budget goes into building a huge eagle or a cricket pavilion. The opportunity cost must be huge.

Transport remains a challenge as each morning thousands try to get on the Docklands Light railway when it has been designed to handle only hundreds. Queuing for food and drink is a constant irritation as are the people who wander aimlessly between stands seemingly looking for inspiration rather than having set appointments. Stamina is still high on the list of requirements to make the most of the event as the days stretch into long evenings and early mornings.

So what made the difference in 2016? Well this year, the days were reduced from three to four and quite frankly it was a lot better. The reduction in time I think focused people’s minds on arranging meetings and actually turning up. Traffic definitely reduced on the last afternoon as usual but the three day show made for a more structured, efficient and, in the end, productive show. Nobody missed Thursday at WTM.

The other major, almost cataclysmic, event was the USA Presidential election result. I have been at the show after major disasters, terrorism atrocities and financial meltdowns but I have never seen such a reaction to a global event as we did on the morning of Wednesday WTM 2016. For the first two hours the majority of the USA exhibition stands were empty, nobody wanted to be quoted on the subject and some were almost in tears about the result. Travel is, as we know a very robust industry and after a while the reality had set in, chins were up and a relative sense of normality had returned.

Time will tell as to the positive or otherwise effect of a Trump presidency on the travel industry but one thing I think is for sure is that this time next year the travel industry from around the world will again gather in London to discuss, debate, negotiate and hopefully conduct business as usual.

World Travel Market, by Philippa Barker


The World Travel Market is the go-to B2B travel event of the year, for all companies, be it large or small. Held at London Excel from the 7th – 9th November, the event sees thousands flock to the extensive exhibition venue to explore all there is to know on the travel industry, from giant palm trees to pop-up Costa Rican jungles to henna tattoos, this years extravaganza certainly didn’t disappoint.WTM 7

With close to 5,000 exhibitors at this years show, standard was high when it came to an out-of-the bag stand, with attendees offering their careful critique – New York ‘apparently lacking creativity for the design capital of the world.’ Denmark hired the help of Troll dolls to publicise their offering, hooking onto the recent Dreamworks creation, whilst car hire company, Sixt, installed a bright orange spinning globe to catch attention.


Smells of exotic food filled the expansive space and people in native costumer roamed the stalls and for a small minute my imagination whisked me away to the seas of Kerala.

#WeLoveLeeds, by Emma Baylis

Yorkshire has yet again topped the polls for being one of the best places to live in Britain. First Harrogate was voted the happiest place to live, and now Leeds is hitting the headlines as the best city in Britain when it comes to quality of life, placing 26th out of 200 cities globally. Amazing! The Town Hall, Leeds

With new bars and restaurants opening weekly, beautiful countryside on our doorstep and a flourishing creative and digital industry to boot, Leeds is fast becoming an advocate for the Northern Powerhouse so many MPs and figureheads speak of. Move over, Manchester!

Leeds has of course been home to Lucre HQ for over 10 years, so we couldn’t agree more!



Photo credit: Visit England / Diana Jarvis

Rio Reflection


As the Paralympians get ready to take centre stage in Rio, we ask some of our Ideas and Insights panel to reflect on what we’ve seen so far and how this compares to the thoughts we had at our Rio event in April this year.


Mary Thomas, Firestarter Marketing

For me it would be summed up as ‘The Have and Have Nots’. The games showcased such bittersweet contrasts – the wafer-thin gap between defeat and victory – the sheer joy of those who met or exceeded their expectations and those who didn’t – from Lutalo Muhammed’s final second gold medal loss, to Tom Daley’s semifinal drop out, the distress of the Dutch losing out to the UK in the women’s hockey – and our own teams unadulterated delight in being unexpected champions, Max Whitelocks last minute success at the expense of Louis Smith.

The ‘Have and Have Nots’, not just in terms of winning and losing, but in terms of economic prosperity and inbuilt advantages for rich nations –  the Americans with their gold standard athletes programmes / hothouses –  in contrast to some of the world’s poorest nations, such as Kenya, still managing to achieve medals. These contrasts create some of the most poignant Olympic moments – for example Rafaela Silva ‘Queen of the Favelas’ winning the Judo Gold is a truly humbling success story.

All of this back dropped by Brazil as host, and its own shocking contrasts, which have formed a commentary throughout the buildup and during the Games, with its own story of extremes of rich and poor, with stadiums full of empty seats, unaffordable to most of the nation’s citizens, with slums cleared for or sitting jarringly adjacent to the glamorous Olympic infrastructure.


Home and Lifestyle

Ruth Kelly, Trendbible

From the Olympics itself it was all the stories of great sportsmanship that really stood out to me! And of course GB celebrating the incredible achievement of our athletes!

Reflecting back on the trends forecast for the Spring/Summer season we saw some really lovely interpretations of the ‘Rio’ influence. I think the M&S ‘Spirit of Summer’ campaign really stood out as getting it right – a really modern, fresh interpretation influenced by South America and Central America as a geography more generally. Rather than putting an obvious and stereotypical ‘Rio’ label on everything, it’s tapped into the broader focus on that area of the world as a travel destination. The packaging design, advertising and products captured an energy that was spot on.


Joao Barufi, Brand Manager, Bosch

They pulled it together at the end, that was amazing to see!

For a while I was concerned it wouldn’t happen, as we got closer and closer and the athletes were moving to hotels I thought that would be the end.

Team GB did brilliantly and the real heroes are still to compete in the Paralympic games!

And to finish, as we say in Brazil, the party always ends up in pizza and carnival. Well, it was literally carnival. According to the FT, the budget was overrun by 51% whilst the Olympic committee publishes a total cost of USD 7.5 billion, which have made the rich minority wealthier and the poorer will have to pay the bill.



Graham McKenzie, Travelmole

So despite the recriminations, worries, self-analysis and stress before the Olympics started (which seems only too familiar in the pre-Olympics run up – who can forget the fear amongst all Londoners that the capital would grind to a halt during the summer of 2012?), in many respects Rio 2016 was no different from any other games having pre-performance nerves. The troubles here though may go a bit deeper than butterflies in the tummy.

Only a few years ago when Brazil actively sought the games they were very much top of the pops. The economy was so encouraging that they even took the lead singer role in the BRIC band. They were leading the new wave of economies set to sweep away any vestiges of old money in Europe and North America.

Yet here we are a few years later and money’s too tight to mention. Rio has set out emergency policies to avoid a catastrophic loss of essential services and the Paralympics has been cut right back.

So why hold the games? Is it National Pride? Legacy infrastructure? Maybe Tourism? Well only time will tell on the first two but for tourism, I feel the answer will sadly be no. In fact the mistakes have already been made and it’s too late baby. Too late to invite the press in advance to find out what Rio has to offer. In the years leading up to the 2012 games Visit Britain was doing its very upmost to show off all the country’s heritage both sporting and otherwise with one press and familiarisation trip after another. Scotland a few years later did likewise for the Glasgow Commonwealth games. Not so this time.

Rio and Brazil have had an opportunity to rectify the negative image in the minds of the international tourists. The 2016 games is an opportunity to help change that and bring about an increase in visitors which through their social and economic impact change lives. Sadly Rio has lost its voice and its chance.

A half-drunk bottle of Cachaca, by Alex Fleming


As the 2016 Olympics comes to an end, we look back on some of the highlights and the legacy, both for Rio and Team GB

Part Two: Rio’s Legacy

Post-Olympics, this week I am waking up to a half drunk bottle of Cachaca, a bag of limes and a can of black beans; not much of an Olympic legacy. But, what is Rio waking up to? After 16 days of hosting a spectacularly colourful yet controversial Olympic games, what’s next for the city of Rio?


We all know that spending on the upcoming Paralympics has been reduced meaning that some event venues will be closed, transport will be limited and there will be a smaller workforce running the show. Poorly constructed roads, cycleways and buildings, high crime and violence and a country suffering from high unemployment, recession and a crippling spend on the Olympics are filling our newsfeeds and papers. Surely there must be some good for the city to come from the Olympics?


The legacy of London 2012 is still going strong. Massive investment in the London Olympic village in east London has made the area attractive as a hub for living and working – highlighted by the fact that in the past four years office rents have tripled. Tourism is prolific, 11 million visitors have passed through the gates of the Olympic stadium since 2012 and there is no sign of this fading. Plus, there has been an incredible sporting legacy for the nation, enabling Great Britain to win more medals than ever before at Rio 2016.


What will the legacy for Rio be? The city has great plans to contribute to education, sustainability and improving the city’s infrastructure – much of which has already started. They have trained an army of volunteers to support the games and an Olympic village to house 18,000 people, potentially impacting employability and tackling poor quality housing. Only time will tell as to its success.


What is certain is that Rio has reasserted itself as the world’s carnival capital – with the city showing its flare for an excellent party throughout the games. Brazil’s colourful culture is a legacy that the whole world can enjoy.


Photo credit: Will Henderson

Obrigado e boa noite

As the 2016 Olympics comes to an end, we look back on some of the highlights and the legacy, both for Rio and Team GB

Part One – The Best Bits


It’s over.

207 nations took part in 31 sports with 2,102 medals presented. And what a rollercoaster!

As the athletes take their leave, the inevitable analysis will begin as to what worked well, what could have been done better and how on earth did they manage to convince the Tokyo Prime Minister to dress up as a Mario brother?!

Whilst we’re still basking in the glory of Team GB’s golden performance (check out any of the back pages today), we wanted to share some of the Lucre team’s favourite moments. Let us know if you think we’ve missed any!


Lucre’s Golden Moments

The best part of the Olympics, for me, was when Nikki Hamblin fell causing her competitor, Abbey D’Agostino from the US, to also fall. Rather than just getting up and carrying on, she helped her fallen running mate and made sure she finished the race. Nothing quite embodies the spirit of the Olympics than these moments.

Nick Horbowyj


It has to be the video of the O’Donovan brothers from Skibbereen talking about their medal win. Sweet and hilarious. Sums up how something like the Olympics brings together people from all walks of life.

Sophie Spyropoulos



One of the most uplifting sights for me was seeing the huge smile on Nicola Adams’ face before she took to the podium for her gold medal in boxing. She looked so happy and grateful, she could hardly contain it. Her joy was infectious!

Becky Mann


The extraordinary feats accomplished by, who are in the most part, normal people, like you and me! Yes, there are superhuman sportspeople like Michael Phelps and Usain Bolt but most of them come from normal communities and countries and have earned this amazing chance to show the world what they can achieve. Like the Fiji rugby team and the British farmer who won a shooting bronze. Even Mo Farah who came to the UK from Somalia not speaking a word of English and look what he achieved!  Really inspiring.

Vickie Rogerson

My favourite part of the Olympics is usually the stadium-based track and field, but due to the time difference I wasn’t really able to watch it, or catch up on the highlights as the evening TV showings were always covering other sports. Whilst this was frustrating, I was able to watch a lot more of other sports that I wouldn’t usually watch, mainly gymnastics, which was actually great. Cycling was great – who knew how many different disciplines there were?! It’s just pure adrenaline – it’s up there with the 100m, 200m and 400m running for my favourite events now.

Brett Cullen


Gymnast Bryony Page is my Rio 2016 hero. She came from nowhere and secured a silver medal on the trampoline in the most humble and real way possible. Her face, as she acknowledges what she’s just achieved on landing is just amazing. She’s proud, relieved and in that split second, you can see four years of hard work and effort and what it means to her. I loved her reaction to winning, I loved her parents’ reaction even more and her little brother, who was plucked from house sitting on to the BBC Breakfast sofa the following day was just brilliant.

Katie Pepper

I cried a lot! Mo Farah, Jess Ennis, Andy Murray – it was an incredibly emotional affair, which I wasn’t expecting. Seeing people achieve their dreams was incredible.

Rhona Templer


I think despite all the doubts and various hiccups along the way – and I admit it took me a while to get into it this year – Rio was a success! It definitely didn’t have the same excitement factor as the home games did (understandably so) but I was equally as hooked, and to sports I never knew I’d be interested in watching. I also thought it was interesting to see the way social has moved on in four years – so many amazing memes and so easy to follow the action on Twitter if you weren’t watching on TV!

Emma Baylis


And if that wasn’t enough, we love this video from BBC Sport (who have done an incredible job with coverage) on the funniest moments from #Rio2016


Next up: Part Two – Rio’s Legacy


Photo Credit: and

A winning wet n’ wild Wednesday


Think Rio, think sun, bikini bodies and bright colours. Well, as our Rio Insight panel acknowledged back in April, Rio in the winter paints quite a different picture…one which looked very much like Britain yesterday with the dark clouds, slashing rain and blustery wind.


But, with conditions we are more than used to, Team GB thrived!


Medals for the relentless Sally Conway in judo, Joe Clarke in the canoe slalom, Steven Scott in the shooting, Chris Froome in the cycling time trial and Max Whitlock in the men’s gymnastics all-around event.


For us here in Yorkshire, it was a slightly bittersweet result with rising star Qais Ashfaq losing out in the bantam but Harrogate’s Jack Laugher and Chris Mears getting gold in the 3m synchro.


What a day and with Great Britain moving two places up the medal table, we’re VERY much looking forward to seeing the athletics unfold on Saturday!





Images credited to: Getty Images, BBC News and Evening Standard

Is Rio Ready? By Brett Cullen

The question of whether Rio is ready to host the 2016 Olympics will be answered when the Games open this Friday 5th August.

Last week a Sky Sports report discovered that construction work is still going on behind the scenes as big-wigs endeavour to get venues in tip-top shape before athletes and visitors descend.

There are investigations whether pre-bid promises regarding crime, regeneration and social commitments are being followed through too.

Ganabara Bay – which will host sailing, triathalons and some swimming competitions – was found to still be a filthy mess, whilst the launch ramp collapsed raising concerns from world’s media.

Despite that, the Brazilian and local government seem keen to show that everything is going to plan, as this timelapse of the Olympic Park being built shows (although the video has only been seen just over 600 times, which suggests they aren’t shouting too loud about it!).

We’re optimistic folk here at Lucre though and are sure that everything will go off without a hitch…let’s not forget that Brazil when faced similar criticism before the 2014 FIFA World Cup, yet delivered the most-watched sporting event of all time without any major issues.

Time will tell.

Finding the Firsts at Rio 2016, by Alex Fleming

What will you be looking out for at the Rio 2016? I can pretty much guarantee that you’ll be tuning in, along with me, my mum and the rest of the world, to the Men’s 100m Final on the evening of Sunday 14th August. In 2012, an estimated two billion people watched Usain Bolt cross the line!


But we all know that the Olympics is much bigger than huddling round the TV to watch this one event. Since London 2012 social media usage has exploded and we have no doubt that #rio2016 will be globally trending for the Olympic fortnight. At Lucre’s recent I&I event, gathering industry experts to talk about the impact of Rio 2016, Logan Wilmont, Creative Director, said: “This will be the first truly social games, playing out on mobile.” Our newsfeeds will be filled with memes, clips and pics from the games. Today I stumbled upon an article listing the ‘100 must follow social media handles’ for Rio 2016. ONE-HUNDRED newfeeds to follow, sounds like a few too many for me.


So how can we sift through the world of social media to find an Olympic niche? Well, I am going to look out for the “firsts”. Firsts on the fringes, firsts behind the scenes and firsts upfront at Rio 2016. Here are my top three firsts I will be looking out for:


  1. The Olympic virgins

This year Kosovo and South Sudan entering the Olympics for the first time. They are just two of the 206 countries and 10,500 athletes taking part in this year’s games. I am keeping my eyes peeled for their tiny teams in the opening ceremony, ready to give them a big cheer.


  1. There is a first time for everything

Kitesurfing, golf and rugby-sevens are all to become Olympic sports for the first time this year. I have the dates of their debuts in my diary so I know when to tune in.


  1. Location, location, location

Not only is 2016 Rio’s first Olympic games, it is Brazil’s first, South America’s first and the world premier of an Olympics held in a Portuguese-speaking country. No doubt the BBC will make things easy for us to understand, but I am pledging to learn at least a few words in Portuguese.


Ruth Kelly, Senior Trend Strategist at the Trend Bible said: “Social media means that we are saturated by visual inspiration and Rio 2016 will play to that perfectly, embracing the visual energy of the country.”


So my Rio actions are: follow Kosovo and South Sudan; retweet news on the new sports and celebrate the unique culture, colour and language of games through Instagram.


You won’t drag me away from the TV on the night of the Men’s 100m final, but you will also find me #findingthefirsts at #rio2016.

The road to Rio – the impact of the 2016 Olympic Games


Recently the Lucre Group hosted its first ever Rich Ideas and Insights (I&I) event, entitled The Impact of Rio, an examination of how the Rio Olympics will impact the Home & Lifestyle, Travel and Food & Drink sectors.

As the latest addition to the Lucre family, I&I is about keeping our thinking fresh, making sure we’re sharing the latest insights and delivering campaigns with real impact.

Ideas and Insight

As part of this, our regular I&I events will feature expert panels discussing the issues which will affect consumer behaviour, create trends and be written about by media, making sure we stay ahead of the pack.

The Rio Olympics 2016 was the subject of our first event, held at Brazilian bar Floripa in Shoreditch. Including brand and marketing managers, designers, journalists and writers, our 12 experts brought experience and expertise from across home and lifestyle, food and drink, travel and creative thinking.

Influencing everything from colour palettes to fast food


Discussions ranged from how the Olympic Games will influence our paint choices to what will be the next fast food trend to hit the high street (office delivery of real coconut water, anyone?). It was a glimpse of how w,e as consumers, want to be communicated with and how brands can (and will) explore that.


We’ve put together a short film of the event to give you an idea of what happened and some of our predicted insights can be found in more depth here.

If you are interested in hearing more about I&I or would like to take part in a future event, please email or call 0113 243 1117 to be added to our mailing list.

New York, New York – travel to the Big Apple



. Jet2CityBreaks New York - Picture date Thursday 18 February, 2016 Photo credit should read: Jonathan Pow/

We had enormous fun last week setting up a series of frankly fantastic photo-shoots for Jet2CityBreaksaround the airline’s exciting announcement that its New York breaks were back by popular demand for winter 2016.

And – yes there’s more – this year there are special New Year breaks… we don’t know about you, but here at Lucre Towers we reckon there can’t be many places that would best a New Year’s Eve spent in the Big Apple!   Shopping? Check. Wining and dining? Check. Watching the world famous New Year’s Eve Ball Drop in Times Square? Check, check, and check again, just take us there! Everything you need to know is on the website so hop on over there for details.

Now we just have to see if we can keep the rather wonderful replica Statue of Liberty in our offices (no dice on the yellow taxi, alas).