Case study · Easter 2009

Motor Insurers' Bureau

Relations Group ran a broadcast PR campaign for Motor Insurers' Bureau around Easter 2009. A radio day of interviews put their spokesperson on air, securing 21 items of radio coverage with a combined audience of 2.6 million. Highlights included BBC Radio Solent, Tay FM and KMFM East.

Part of Easter on air →
21Items of coverage
2.6 millionCombined reach
2h 12mTime on air

Coverage highlights

The story

Motor Insurers' Bureau, Easter 2009

The aim
Motor Insurers' Bureau wanted to highlight how many motorists drive uninsured and prompt them to insure their vehicles.
The message
Uninsured driving costs the economy £500m a year and uninsured drivers are thought to kill 160 people annually. Uninsured vehicles can be seized, with more than 180,000 seized in 2008.
The angle
Millions of motorists would be on the roads over the Easter weekend, among them an estimated 1.6 million uninsured vehicles, with the Motor Insurance Database revealing regional hot-spots down to postcode level.
The result
21 items of coverage reaching 2.6 million, including BBC Radio Solent, Tay FM, KMFM East, KMFM West.
Budget £2,500Delivered £3,050Above budget 22%On air 2h 12m

What the budget bought

£2,500
£3,050
£28,800
£86,401
35:1return on investment: PR value is 35 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 Easter

Easter is the main Christian festival, marking the resurrection of Jesus, and its date moves each year with the church calendar. In the UK, Good Friday and Easter Monday are bank holidays, making the long weekend a busy time for families, travel, food and retail. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.

Planning Easter for 2027?

Easter Sunday next falls on 28 March 2027, with Good Friday on 26 March and Easter Monday on 29 March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team