Case study · Blue Monday 2016

Greater Fort Lauderdale

Relations Group ran a broadcast PR campaign for Greater Fort Lauderdale around Blue Monday 2016. A radio day of interviews put their spokesperson on air, securing 29 items of radio coverage with a combined audience of 1.9 million. Highlights included BBC Radio Northampton and Central FM.

Part of Blue Monday on air →
29Items of coverage
1.9 millionCombined reach
3h 19mTime on air

Coverage highlights

The story

Greater Fort Lauderdale, Blue Monday 2016

The aim
Greater Fort Lauderdale wanted to raise awareness of the destination as an aspirational, sunny holiday choice for Brits.
The message
Greater Fort Lauderdale has more than 3,000 hours of sunshine a year against about 1,493 in the UK, so Blue Monday and winter blues are a mystery there.
The angle
Around half a million people in the UK are affected by Seasonal Affective Disorder each winter. With Blue Monday approaching, the UK's roughly 1,493 hours of annual sunshine were contrasted with more than 3,000 in Greater Fort Lauderdale, Florida.
On air
A psychologist and a representative of the Greater Fort Lauderdale Convention and Visitors Bureau
The result
29 items of coverage reaching 1.9 million, including BBC Radio Northampton, Central FM.
Budget £4,000Delivered £6,525Above budget 63%On air 3h 19m

What the budget bought

£4,000
£6,525
£20,684
£62,053
16:1return on investment: PR value is 16 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Blue Monday

Blue Monday is the name given to the third Monday in January, promoted as the most depressing day of the year. It began in 2005 as a press release for the travel company Sky Travel and has no scientific basis, but charities now use it to start conversations about mental health. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Blue Monday for 2027?

Blue Monday next falls on Monday 18 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team