Metro Radio Encourages Listeners To Unlock Milestone Goals In Christmas Contest

Jessica Williams Broadcast Media, Media & Publishing

To get radio listeners in the Christmas spirit, Metro Radio launched a Santa-inspired contest on behalf of Hays Travel, where website visitors could unlock a variety of prizes by following Santa’s sleigh to Lapland on an embedded virtual map.


  • Drive fan motivation to work together to reach targets and unlock exclusive prizes
  • Maximize website interaction and engagement through repeat audience visitation
  • Inspire social conversation to boost campaign awareness


With Christmas just around the corner, and the excitement quickly starting to build, Bauer Media’s Metro Radio built a Christmas-themed contest together with Hays Travel to engage radio listeners and social media users. Complete with a virtual map following Santa’s sleigh across Europe, listeners had the power to unlock new prizes and move Santa towards the direction of Lapland.

Hosted on Metro Radio’s website, listeners were encouraged to get involved by tweeting or sharing their posts via Instagram using the hashtag #HaysHolidaySleigh. Alternatively, participants could submit their personal details through the form provided.

Starting off in Sunderland, the sleigh had to pass through various destinations on its way to Lapland in order to unlock the various prizes up for grabs. From a Hays Holiday £100 travel voucher, to a three course meal for two and a bottle of prosecco at Botanist, participants can win the spot prizes available at each of the nine checkpoints.

Once Santa completes his journey and arrives at Lapland, the last entrant to unlock his final destination was lucky enough to win a once in a lifetime trip to Lapland. Complete with a real-life husky or reindeer sleigh ride, a guided elf tour of the village, and festive-themed fireworks to finish off the trip, it makes the ultimate grand prize package!

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