Case study · Green Office Week 2010

Avery

Relations Group ran a broadcast PR campaign for Avery around Green Office Week 2010. Interviews and on-air competitions put the brand on air, securing 115 items of radio coverage (57 interviews and 58 on-air competitions) with a combined audience of 16.9 million. Highlights included BBC Radio Leeds, BBC Radio Sheffield and BBC Radio Devon.

Part of Green Office Week on air →
115Items of coverage (57 interviews and 58 on-air competitions)
16.9 millionCombined reach
11h 40mTime on air

Coverage highlights

The story

Avery, Green Office Week 2010

The aim
Avery wanted to raise awareness of Green Office Week and position Avery as an eco-friendly provider of office products.
The angle
New research for Green Office Week found one in three British workers admit a lazy attitude to the environment at work, and that British businesses waste over £160 million a year leaving office lights on.
On air
A celebrity impressionist and green campaigner, and a corporate social responsibility adviser
The result
115 items of coverage (57 interviews and 58 on-air competitions) reaching 16.9 million, including BBC Radio Leeds, BBC Radio Sheffield, BBC Radio Devon, BBC Radio Gloucestershire.
Budget £5,000Delivered £8,500Above budget 70%On air 11h 40m

More campaigns for Avery

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

What the budget bought

£5,000
£8,500
£122,080
£366,241
73:1return on investment: PR value is 73 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 Green Office Week

Green Office Week was an annual campaign created by the office products company Avery, first held in 2009. It encouraged UK offices to recycle, cut waste and work more sustainably. Avery now runs a sustainability month in September instead of the original week. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning a campaign around Green Office Week?

Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

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