Case study · Christmas 2010

Direct Line

Relations Group ran a broadcast PR campaign for Direct Line around Christmas 2010. A radio day of interviews put their spokesperson on air, securing 28 items of radio coverage with a combined audience of 1.1 million. Highlights included Tay FM and BBC Radio Northampton.

Part of Christmas on air →
28Items of coverage
1.1 millionCombined reach
1h 37mTime on air

Coverage highlights

The story

Direct Line, Christmas 2010

The aim
Direct Line wanted to highlight the importance of home insurance at Christmas and its automatic festive cover increase.
The message
Christmas brings more valuable items into the home and a higher burglary risk. Direct Line automatically increases cover for customers by between 5% and 20% over the four week festive period and urges people to review their policy afterwards.
The angle
New research found Brits were spending more on Christmas presents, averaging £386 for nine recipients, yet 21% planned to keep gifts under the tree. With 35% planning nights away and break-ins tending to rise after Christmas, homes could be easy targets.
On air
A home insurance expert from Direct Line
The result
28 items of coverage reaching 1.1 million, including Tay FM, BBC Radio Northampton.
Budget £2,500Delivered £3,025Above budget 21%On air 1h 37m

More campaigns for Direct Line

Direct Line has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£2,500
£3,025
£7,259
£21,776
9:1return on investment: PR value is 9 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