Case study · Christmas 2011

Belong

Relations Group ran a broadcast PR campaign for Belong around Christmas 2011. A radio day of interviews put their spokesperson on air, securing 18 items of radio coverage with a combined audience of 2.8 million. Highlights included Sky News Radio, BBC Radio Merseyside and BBC Radio Lancashire.

Part of Christmas on air →
18Items of coverage
2.8 millionCombined reach
1h 38mTime on air

Coverage highlights

The story

Belong, Christmas 2011

The aim
Belong wanted to raise awareness of Belong's care villages as specialist dementia centres and the services they offer before Christmas.
The message
Christmas is a chance to notice when a relative is struggling. Early support for families living with dementia is crucial, and seeking help should carry no guilt. Belong supports people in their own homes or in villages with specialist dementia staff.
The angle
Dementia charities report a 43% rise in calls to support lines over December, as families spot changes in loved ones at Christmas. Over 80,000 people have dementia in the North West, with cases predicted to rise by 30% in 15 years.
On air
A spokesperson from Belong, the North West dementia care organisation
The result
18 items of coverage reaching 2.8 million, including Sky News Radio, BBC Radio Merseyside, BBC Radio Lancashire, BBC Radio Manchester.
Budget £2,700Delivered £4,650Above budget 72%On air 1h 38m

What the budget bought

£2,700
£4,650
£12,142
£36,426
13:1return on investment: PR value is 13 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