72Point Broadcast worked with Trouble Maker and ID Mobile to help promote the awareness of their fee-free data roaming this summer.
Their creative hook? Singletons swapping swipes for suitcases, heading abroad for romance after running out of local dating options. They wanted a fun, lifestyle-led story that still conveyed the product’s benefits, with a broadcast push timed perfectly for the peak holiday season.
We tapped into the classic appeal of holiday romance and gave it a 2025 twist. Our research revealed older generations fondly recalling flings abroad, while Gen Z are ditching short-term sparks in favour of deeper, more meaningful connections.
500K TV audience ✳︎
We brought in dating expert and Naked Attraction presenter Anna Richardson to be the face of the campaign; a familiar, trusted voice with plenty to say on love, travel, and connection. The story caught the attention of broadcasters nationwide.
Highlights included: broadcast exposure with GB News, coverage across the BBC network and national hits in the Express, Mirror, Metro & more, landing iD Mobile’s roaming perks squarely in the summer travel conversation.
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