Case study · New Year 2012

Eventbrite

Relations Group ran a broadcast PR campaign for Eventbrite around New Year 2012. Interviews and on-air competitions put the brand on air, securing 62 items of radio coverage (53 interviews and 9 on-air competitions) with a combined audience of 4.7 million. Highlights included Panjab Radio, BBC Radio Norfolk and Voice FM.

Part of New Year on air →
62Items of coverage (53 interviews and 9 on-air competitions)
4.7 millionCombined reach
3h 04mTime on air

Coverage highlights

The story

Eventbrite, New Year 2012

The aim
Eventbrite wanted to raise awareness of Eventbrite as the place to create, promote and sell tickets for events.
The message
Eventbrite helps people create, share and join events, including parties at home for friends and family or for colleagues and clients over the festive season.
The angle
With the economy tight, research suggested only one in seven Britons planned to go out on New Year's Eve, a third would stay in with family and friends and 9% would not celebrate at all. Three quarters thought the night would be expensive, so is staying in the new going out?
On air
Eventbrite's UK community manager
The result
62 items of coverage (53 interviews and 9 on-air competitions) reaching 4.7 million, including Panjab Radio, BBC Radio Norfolk, Voice FM.
Budget £4,000Delivered £9,050Above budget 126%On air 3h 04m

More campaigns for Eventbrite

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

What the budget bought

£4,000
£9,050
£23,763
£71,290
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 New Year

New Year's Day on 1 January marks the start of the calendar year and is a bank holiday across the UK. The days around it bring stories about resolutions, health goals and fresh starts, and the celebrations on New Year's Eve. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning New Year for 2027?

New Year's Day next falls on Friday 1 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team