Case study · Christmas 2017

WSET

Relations Group ran a broadcast PR campaign for WSET around Christmas 2017. A radio day of interviews put their spokesperson on air, securing 16 items of radio coverage with a combined audience of 2.5 million. Highlights included Jazz FM, BBC Radio Norfolk and BBC Radio Nottingham.

Part of Christmas on air →
16Items of coverage
2.5 millionCombined reach
1h 31mTime on air

Coverage highlights

The story

WSET, Christmas 2017

The aim
WSET wanted to raise awareness of WSET courses available through Approved Programme Providers across the UK.
The message
WSET provides globally recognised education and qualifications in wines, spirits and sake, through hundreds of Approved Programme Providers across the country.
The angle
Pitched Christmas drinks trends and the best food and wine pairings, with tips from a certified WSET educator.
On air
A certified WSET educator
The result
16 items of coverage reaching 2.5 million, including Jazz FM, BBC Radio Norfolk, BBC Radio Nottingham, BBC Radio Oxford.
Budget £2,875Delivered £5,500Above budget 91%On air 1h 31m

What the budget bought

£2,875
£5,500
£14,974
£44,923
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 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