Case study · Summer 2012

Aegon

Relations Group ran a broadcast PR campaign for Aegon around Summer 2012. A radio day of interviews put their spokesperson on air, securing 46 items of radio coverage with a combined audience of 3.1 million. Highlights included Central FM and Voice FM.

Part of Summer on air →
46Items of coverage
3.1 millionCombined reach
3h 06mTime on air

Coverage highlights

The story

Aegon, Summer 2012

The aim
Aegon wanted to capitalise on interest in British tennis after a summer of success and raise awareness of its contribution to the sport.
The message
As a life and pensions company, Aegon is passionate about planning for the future, and works with the Lawn Tennis Association to invest in British tennis at every level, including its FutureStars programme for young players.
The angle
After a British player's Olympic gold and US Open win, research showed 1 in 8 people had been inspired to start playing tennis and half the nation expected a new generation of players, though a quarter did not know where their local club is.
On air
A spokesperson from Aegon, lead partner of British tennis
The result
46 items of coverage reaching 3.1 million, including Central FM, Voice FM.
Budget £5,000Delivered £6,850Above budget 37%On air 3h 06m

What the budget bought

£5,000
£6,850
£35,469
£106,408
21:1return on investment: PR value is 21 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 Summer

Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Summer for 2027?

The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team