Most gift buyers leave Valentine's shopping late: new research found 59% wait until the last 24 hours, and 1 in 4 Brits buy themselves a gift. It also found more people (28%) would rather receive an orgasm than flowers (23%) or jewellery (26%), so we built Lovehoney's broadcast PR campaign around whether couples are missing the mark. We put Lovehoney's relationship coach, a TV relationship expert and author, on air across a radio day of interviews, sharing expert advice on keeping relationships fresh. The campaign secured 8 items of radio coverage reaching 1.6 million listeners, including BBC Radio Nottingham, BBC Radio Leicester and BBC Radio Derby.
Lovehoney wanted to raise awareness of the brand in the lead-up to Valentine's Day.
The message
February is the month of romantic gestures, with expert advice on keeping relationships fresh.
The angle
New research ahead of Valentine's Day found 59% of gift buyers leave it until the last 24 hours and 1 in 4 Brits buy themselves a gift. More people (28%) would rather receive an orgasm than flowers (23%) or jewellery (26%), which raised the question of whether couples are missing the mark.
On air
Lovehoney's relationship coach, a TV relationship expert and author
The result
8 items of coverage reaching 1.6 million, including BBC Radio Nottingham, BBC Radio Leicester, BBC Radio Derby, BBC Radio Hereford and Worcester.
More campaigns for Lovehoney
Lovehoney has come back to Relations Group for other broadcast PR campaigns:
Valentine's Day falls on 14 February, a Sunday in 2027. As well as gifting and dating, it gives radio and TV a reason to cover relationships, money and wellbeing in the week before. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Valentine's Day for 2027?
Valentine's Day next falls on Sunday 14 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
