This paper describes how effective a small cause-led campaign was in prompting changes of great significance in the travel market. The £50,000 campaign consisted of an integrated press campaign, PR based on consumer research on changing holiday habits, and a viral and online push to generate consumer signatures on a petition asking for change. Success came quickly, with the biggest four tour operators agreeing to publish their guidelines, a major coup. In terms of the environmental and economic benefits to host nations, using a 'green multiplier', the return was many times the cost of the campaign. Additionally, the campaign lifted the value of holidays by a factor of 3.9 in 2004 compared to 2003, and established responsibletravel.com as experts in responsible travel