OVERJOYED bosses at Club 18-30 are celebrating the
controversy caused by docu-soap Club Reps after bookings for the product
leapt 20% on last year.
The shock fly-on-the-wall show – which has caused
outrage for focusing on the sexy antics of young holidaymakers – had an
immediate effect on bookings when the first episode went out 10 days ago.
Bookings held firm throughout last week while national
newspapers continued to dig the dirt on the programme’s unwitting ‘stars’ Becky
Assemakis and Rachael Williams.
Club 18-30 general manager Andy Tidy said: “I’m very
pleased with the programme and our sales are ahead of the forecast, which
vindicates our decision to work with Scottish Media Group.”
The dramatic surge in bookings has proved a welcome
relief for Club 18-30, which was predicting a poor summer ahead. The operator
had expected sales to be in line with the rest of the market, down between
10%-20%.
Tidy dismissed suggestions the 10-part series was
nothing more than ‘shock TV’ after cameras followed clients Becky and Rachael
in the first two episodes. In one scene Becky was interviewed just moments
after a three-in-a-bed romp.
Tidy said: “When people have seen more episodes they
will be in a better position to judge. I’ve seen most of the series and viewers
get a more balanced picture as the various storylines unfold.”
Although later episodes will focus more heavily on the
work of the operator’s reps in resort, programme makers have admitted the
series is now being re-edited in light of the massive media interest. To kick
off the series, ITV bosses deliberately scheduled in some of the most shocking
footage to win viewers.
Ironically, the Thomas Cook-owned operator said it
does not expect any damage to the brand, since the ‘sex-and-booze’ image
portrayed simply reinforces the perception of what people can expect on a Club
18-30 holiday.
That is in stark contrast to the experience of other
holiday companies that have taken part in documentary series.
Celebrity Cruises has vowed never to appear again
following the disaster of BBC1’s The Cruise programme.
Director of sales, marketing and distribution Pete
Williams said the company is still rebuilding its image with the trade four
years after the show was broadcast.
He said: “We wouldn’t do it
again. There is no editorial control and it has taken time to get our brand
back to what it was. The only person to do well out of it was singer Jane
McDonald.”