Case study · Christmas 2009

Butlins

Relations Group ran a broadcast PR campaign for Butlins around Christmas 2009. A radio day of interviews put their spokesperson on air, securing 25 items of radio coverage with a combined audience of 1.4 million. Highlights included BBC Radio Essex, KMFM East and KMFM West.

Part of Christmas on air →
25Items of coverage
1.4 millionCombined reach
1h 41mTime on air

Coverage highlights

The story

Butlins, Christmas 2009

The aim
Butlins wanted to raise awareness of its Christmas entertainment and position Butlins as the supreme resort for families celebrating Christmas.
The message
Butlins has a festive range including Santa's Grotto, a Winter Farmyard and a live show, so families do not have to go to Lapland to meet Santa and his friends.
The angle
After a gloomy 2009 with more than 70% of consumers spending less, Butlins pitched its range of Christmas entertainment as the perfect way for families to cheer themselves up and end the year with magical memories.
The result
25 items of coverage reaching 1.4 million, including BBC Radio Essex, KMFM East, KMFM West.
Budget £3,000Delivered £3,150Above budget 5%On air 1h 41m

What the budget bought

£3,000
£3,150
£10,607
£31,822
11:1return on investment: PR value is 11 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 Christmas

Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Christmas for 2026?

Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team