Case study · Bonfire Night 2024

Everypaw

Relations Group ran a broadcast PR campaign for Everypaw around Bonfire Night 2024. A radio day of interviews put their spokesperson on air, securing 18 items of radio coverage with a combined audience of 2.5 million. Highlights included BBC Radio Essex, BBC Radio Norfolk and BBC Radio Nottingham.

18Items of coverage

2.5 millionCombined reach

2h 21mTime on air

Coverage highlights

BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio NottinghamBBC radio
BBC Radio StokeBBC radio
BBC Radio DerbyBBC radio
BBC Radio LeicesterBBC radio
BBC Radio Hereford and WorcesterBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio SuffolkBBC radio
BBC Radio ShropshireBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio Coventry and WarwickshireBBC radio
Greatest Hits Radio Surrey & East HampshireCommercial radio

Listen

BBC Radio Essex · 10m 06s

0:00 / 10m 06s

BBC Radio Norfolk · 10m 06s

0:00 / 10m 06s

BBC Radio Nottingham · 8m 11s

0:00 / 8m 11s

The story

Everypaw, Bonfire Night 2024

The aim: Everypaw wanted to teach pet owners to keep pets safe and calm on Bonfire Night and position itself as a pet insurance expert.
The message: Fireworks can be frightening for pets, so keep cats and dogs indoors, prepare a safe den, and make sure pets are microchipped with up-to-date contact details.
The angle: Not everyone enjoys Bonfire Night: the RSPCA estimates 67% of animals in the UK show signs of distress when fireworks go off. A vet shared practical tips to keep pets safe and calm, from safe dens and closed curtains to up-to-date microchips and noiseless fireworks.
On air: A leading vet
The result: 18 items of coverage reaching 2.5 million, including BBC Radio Essex, BBC Radio Norfolk, BBC Radio Nottingham, BBC Radio Stoke.

Budget £6,000Delivered £13,050Above budget 118%On air 2h 21mServices interviews

More campaigns for Everypaw

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

About Bonfire Night

Bonfire Night, or Guy Fawkes Night, is held on 5 November and marks the failure of the Gunpowder Plot of 1605, when conspirators tried to blow up the Houses of Parliament. It is celebrated across Britain with bonfires and fireworks displays. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Bonfire Night for 2027?

Bonfire Night next falls on Friday 5 November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team