Case study · Summer 2024

Everypaw

Relations Group ran a broadcast PR campaign for Everypaw around Summer 2024. A radio day of interviews put their spokesperson on air, securing 14 items of radio coverage with a combined audience of 2.4 million. Highlights included Heart Four Counties, BBC Radio Sussex and Surrey and BBC Radio Essex.

Part of Summer on air →
14Items of coverage
2.4 millionCombined reach
1h 23mTime on air

Coverage highlights

Listen
BBC Radio Sussex and Surrey · 3m 56s
0:00 / 3m 56s
BBC Radio Essex · 7m 46s
0:00 / 7m 46s
BBC Radio Norfolk · 7m 46s
0:00 / 7m 46s

The story

Everypaw, Summer 2024

The aim
Everypaw wanted to help pet owners keep dogs and cats safe from heatstroke during summer heatwaves with practical advice from its vet.
The message
Pets cannot cool themselves as well as we can, so give them water and shade, walk them early or late, never leave them in a car and know the signs of heatstroke.
The angle
As temperatures soar, vets are reminding owners that pets cannot regulate their body temperature as well as humans, leaving dogs and cats at risk of heatstroke, dehydration and burns from hot pavements. Five simple tips cover water and shade, exercise timing, never leaving pets in cars, spotting heatstroke and grooming.
On air
A veterinary surgeon from Everypaw Pet Insurance
The result
14 items of coverage reaching 2.4 million, including Heart Four Counties, BBC Radio Sussex and Surrey, BBC Radio Essex, BBC Radio Norfolk.
Budget £8,800Delivered £8,850Above budget 1%On air 1h 23m

More campaigns for Everypaw

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

What the budget bought

£8,800
£8,850
£28,683
£86,050
10:1return on investment: PR value is 10 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