🏆 PR Idea of the Year, Mumbrella 2026

For young people, a travel gap year of is a rite of passage. For the over-50s, careers, kids and mortgages meant it never happened.

Golden Gap Year gave one adventurous Aussie aged 55+ the chance to reclaim that lost time: 12 months of Intrepid trips worth up to $100,000, plus $25,000 in flights to get them there. Built around a real customer story, it targeted an audience with the time and means to travel but not always the confidence to take the first step.

The results rolled out across earned, owned and paid channels, broadcast, print, online, digital and social, generating 2,800 entries and 300 pieces of media coverage. A parallel influencer push added credibility, driving engagement well above benchmark.