Case study · Green Office Week 2011

Avery

Relations Group ran a broadcast PR campaign for Avery around Green Office Week 2011. Interviews and on-air competitions put the brand on air, securing 40 items of radio coverage (22 interviews and 18 on-air competitions) with a combined audience of 8.2 million. Highlights included talkSPORT, BBC Radio Solent and BBC Radio Cumbria.

Part of Green Office Week on air →
40Items of coverage (22 interviews and 18 on-air competitions)
8.2 millionCombined reach
5h 06mTime on air

Coverage highlights

The story

Avery, Green Office Week 2011

The aim
Avery wanted to raise awareness of Green Office Week 2011 and position Avery as an eco-friendly supplier of office products.
The message
Green Office Week is about springing into action and feeling empowered to be greener at work. Avery is an eco-friendly supplier of office products, making greener working practices easier.
The angle
A third of offices have no recycling facilities, and staff often feel unable to push senior management to be greener. For Green Office Week the pitch encouraged listeners to spring into action, with an eco survival kit of office items as a prize.
The result
40 items of coverage (22 interviews and 18 on-air competitions) reaching 8.2 million, including talkSPORT, BBC Radio Solent, BBC Radio Cumbria, Panjab Radio.
Budget £3,000Delivered £5,125Above budget 71%On air 5h 06m

More campaigns for Avery

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

What the budget bought

£3,000
£5,125
£68,611
£205,834
69:1return on investment: PR value is 69 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.

Book a call with the team