“You should be more adventurous, you coward!” says hotel chain promoting adventure holidays

A nation of scaredy-cats: Two-thirds of Britons think they are adventurous, but just 29% have tried adrenaline sports (with Londoners and the North East the bravest)

Two-thirds of Britons believe they are adventurous,but actually we are a nation of scaredy-cats, according to new research.

While 64 per cent of adults believe they are daring and fearless, just 29 per cent of us have actually been brave enough to try extreme sports like abseiling, rock climbing and bungee jumping.

And our bravery depends on where we live, with Londoners and those from the North East and West Midlands named as the most adventurous in the country.

Source: Daily Mail, 4th June 2014


The most interesting thing about this particular PR-derived article is that the same story appeared almost a fortnight earlier in the Mirror, with a notably higher degree of transparency:

Two thirds of British adults think they’re adventurous, but we’re a nation of scaredy cats

Nearly two thirds (64%) of British adults perceive themselves to be a fearless adventurous type of person.

However, a new study by Travelodge has revealed we’re actually a nation of scaredy cats, as only 29% of Britons has actually had the courage to take on an adventurous activity.

In response to this misconception and to celebrate it’s new ‘Get Up & Go’ campaign, Travelodge has commissioned the UK’s first series of interactive 3D adventure postcards.

Source: Mirror, 23rd May 2014


As the Mirror makes abundantly clear three times in the first four paragraphs, this story is nothing more than an overt piece of promotion for a hotel chain, and their new campaign to encourage people to take holidays around the UK, and do adventurous things.

Particularly interesting in the Mirror’s surprisingly-transparent coverage is the open tagging of Travelodge at the foot of the article:


Which then leads the reader into a filter of all recent Mirror stories taken directly from Travelodge press releases:


It’s hard to know what to make of this from the Mirror – are they at the vanguard of a new push for transparency in journalism? Or is this the accidental side-effect of an over-eager web index? Either way, it makes my job a hell of a lot easier, and for that I thank them.