Case study · Christmas 2012

Create and Craft

Relations Group ran a broadcast PR campaign for Create and Craft around Christmas 2012. A radio day of interviews put their spokesperson on air, securing 14 items of radio coverage with a combined audience of 1.4 million. Highlights included BBC Radio Stoke, BBC Radio Tees and BBC Radio Cumbria.

Part of Christmas on air →
14Items of coverage
1.4 millionCombined reach
1h 58mTime on air

Coverage highlights

The story

Create and Craft, Christmas 2012

The aim
Create and Craft wanted to raise awareness of the Get Britain Crafting website and its products and shows on Create and Craft TV.
The angle
Research found a quarter of parents (24%) are moved by a homemade card from their child, 26% agree a homemade gift shows you care, and one in six parents (16%) planned to get creative with their children this Christmas.
On air
A crafting expert and TV presenter
The result
14 items of coverage reaching 1.4 million, including BBC Radio Stoke, BBC Radio Tees, BBC Radio Cumbria, BBC Radio Coventry and Warwickshire.
Budget £3,000Delivered £4,400Above budget 47%On air 1h 58m

What the budget bought

£3,000
£4,400
£17,842
£53,525
18:1return on investment: PR value is 18 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