Last week saw the highest temperatures for April on record, with temperatures reaching a soaring 23 degrees on Tuesday, making Britain hotter than Malta!
I have revelled in the opportunity to take trips to the park for lunch and crack out the sandals but what I’ve really loved is the welcome return of the tabloid picture montages of us Brits going crazy for a bit of sun.
Aptly, The Sun live up to their pun-tastic reputation with the headline Brits set to sizzle, including a wonderful mix of middle-aged men and buxom blondes on Brighton beach.
On the flip side of this, it has been interesting to see how one brand has used the change in weather as a platform to launch a very relevant, hard-hitting research story. Cancer Research UK, last week piggy-backed the news agenda with a story on the rise in skin cancer levels. The campaign received blanket coverage across national titles and online, and is a great example of how careful planning and ability to react quickly to the news agenda can deliver fantastic results.