Case study · Christmas 2012

Kaspersky

Relations Group ran a broadcast PR campaign for Kaspersky around Christmas 2012. Interviews and on-air competitions put the brand on air, securing 24 items of radio coverage (11 interviews and 13 on-air competitions) with a combined audience of 3.3 million. Highlights included U105, BBC Radio Cumbria and BBC Radio Oxford.

Part of Christmas on air →
24Items of coverage (11 interviews and 13 on-air competitions)
3.3 millionCombined reach
1h 09mTime on air

Coverage highlights

The story

Kaspersky, Christmas 2012

The aim
Kaspersky wanted to raise awareness of the Kaspersky brand and its 2013 internet security range through presenter-led competitions and interviews.
The message
Kaspersky's 2013 internet security products are a solution to worries about online shopping and banking, with a Safe Money feature and family protection features for children.
The angle
As more of us shop online for Christmas, stations were offered a giveaway of Kaspersky Internet Security 2013, with its Safe Money technology that checks a website is safe and opens it in a protected mode to shield bank details.
The result
24 items of coverage (11 interviews and 13 on-air competitions) reaching 3.3 million, including U105, BBC Radio Cumbria, BBC Radio Oxford.
Budget £1,500Delivered £2,925Above budget 95%On air 1h 09m

More campaigns for Kaspersky

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

What the budget bought

£1,500
£2,925
£8,708
£26,124
17:1return on investment: PR value is 17 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 Christmas

Christmas Day falls on 25 December and marks the Christian celebration of the birth of Jesus. It is a bank holiday across the UK and the peak of the year for retail, food and family stories. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Christmas for 2026?

Christmas Day next falls on Friday 25 December 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team