A new multi-channel creative from Crystal Ski Holidays, EssenceMediaCom and Acast has launched with the ‘In Sickness and In Health’ podcast – aka James and Clair Buckley.
Featuring a branded episode of their podcast, alongside a vlog and social assets, The Buckleys go on the trip of a lifetime to Geilo Ski Resort in Norway, all organised by Crystal Ski Holidays.
The campaign was created and managed by Acast’s in-house creative and its Brand Partnership team. It followed a brief from EssenceMediacom on behalf of Crystal Ski Holidays, and was made in collaboration with Spirit Studios.
In Sickness and In Health is known for its irreverent look at modern-day parenting, life as a young(ish) married couple, and dealing with everyday family life.
Hosted by actor James Buckley and his wife Clair, each week, they bring their comedic look at marriage non-negotiables, relationship tolerance, love, and everything in between.
Clair Buckley says: “We loved our trip with Crystal Ski Holidays. Norway was absolutely stunning, and we managed to capture all the details for our podcast and vlog. It was a dream family holiday full of special memories. We have truly caught the skiing bug now!”
The new campaign comes off the back of a recent study by Cumulus Media and Signal Hill Insights that found half of weekly podcast listeners follow their favourite podcasters on social media.
According to the study, this number increases to 68% when looking specifically at podcast listeners between the ages of 18 and 34.
As podcasters and fans have explored their love for the medium across various channels, advertisers have seen the value of multichannel campaigns.
In 2023, Acast saw a 46% increase in advertisers booking multichannel campaigns from the year before. To meet this demand, the company has continued to expand its service for podcast advertisers across video, social media, live events and more for maximum scale and impact.
Emily Gadsden, Brand & Campaigns Manager at Crystal Ski Holidays commented: “We are very excited for the Crystal Ski Holidays and the Buckley’s podcast partnership. Giving the Buckley family a true, authentic experience of a ski holiday enables us to share this experience with new audiences and listeners.
“A key objective of ours is to drive awareness among the new to ski market, and James and Clair’s brilliant storytelling brings to life all a winter holiday has to offer. It is the perfect example of when the world of media activation leverages influencer talent, a true partnership between Crystal, EssenceMediacom and Acast to bring this idea to life.”
The ski holiday special episode of In Sickness and In Health is available now, wherever you get your podcasts, and you can see all the behind-the-scenes action across social media and YouTube.
