We all love a big prize headline — “WIN A TRIP WORTH £10,000!”
It grabs attention. It sounds luxurious. And it often works.
But what happens when a winner looks beneath the surface and starts adding up the value… and it doesn’t quite feel like what was promised?
That’s exactly what happened in a recent real-life comping story, where a winner was told they’d scooped a “£10,000 Olympic trip”. The actual experience was fantastic — travel to Paris, Olympic tickets, hotel stays, goody bags, and even a year’s supply of peanut butter. It was run by a well-known brand and fulfilled professionally. The winner was genuinely excited.
But here’s the issue: the elements of the prize didn’t seem to add up to anywhere near £10,000. In fact, when she broke it down — hotel nights, Eurostar, standard Olympic tickets — she estimated the total value at more like £3,000.
The brand later clarified they had paid £9,000+ to a supplier — but from the winner’s point of view, it didn’t feel like a £10k experience.
And that’s the problem.
Why this matters
Promotions are emotional. The headline figure sets expectations. If it’s inflated — even if factually accurate based on internal costs — it can still lead to disappointment.
It’s rarely about the money. It’s about what the prize feels like. Did it live up to the hype? Would the winner have expected something more premium? Were they expecting hospitality tickets rather than standard ones?
If a brand says a trip is “worth £10k”, it needs to either clearly justify that value or focus less on the number and more on the experience.
What we recommend
When working on prize promotions, we always advise our clients:
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Be realistic and transparent. Round it down if it helps manage expectations.
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Break down what’s included. Is it “standard tickets to three Olympic events” or “exclusive hospitality access”? Be specific.
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Use language that focuses on the experience, not just the RRP. “An unforgettable Olympic weekend in Paris” is more powerful than “worth £10k” — and avoids setting the wrong expectations.
The good news?
In the case above, the brand went the extra mile — from banners at the Eurostar terminal to gift bags and thoughtful extras — and the winner ultimately had a brilliant time. But it still sparked a moment of doubt, and that’s something no brand wants when running a prize promotion.
Let’s all aim for honesty, clarity and delight. When you get those three right, you don’t need to exaggerate the value — the experience sells itself.
Want help planning a promotion that delivers real value — and a great winner experience?
Let’s chat. We help brands and agencies make every promotion count.