Case study · World Book Day 2013

Sainsbury's

Relations Group ran a broadcast PR campaign for Sainsbury's around World Book Day 2013. Interviews and on-air competitions put the brand on air, securing 21 items of radio coverage (13 interviews and 8 on-air competitions) with a combined audience of 3.5 million. Highlights included BBC Radio Devon, U105 and BBC Radio Norfolk.

Part of World Book Day on air →
21Items of coverage (13 interviews and 8 on-air competitions)
3.5 millionCombined reach
2h 06mTime on air

Coverage highlights

The story

Sainsbury's, World Book Day 2013

The aim
Sainsbury's wanted to raise awareness of Sainsbury's and its Make Believe campaign ahead of World Book Day 2013.
The message
Reading is an important part of child development, and Sainsbury's Make Believe campaign invited children to dress up as characters from their favourite books in selected stores.
The angle
To mark World Book Day, Winnie the Pooh and Paddington Bear were voted the two best loved children's book characters in a Sainsbury's poll, and the 'Make Believe' campaign invited children to dress up as book characters in selected stores.
On air
A child psychologist
The result
21 items of coverage (13 interviews and 8 on-air competitions) reaching 3.5 million, including BBC Radio Devon, U105, BBC Radio Norfolk, BBC Radio Cornwall.
Budget £3,000Delivered £4,400Above budget 47%On air 2h 06m

More campaigns for Sainsbury's

Sainsbury's has come back to Relations Group for other broadcast PR campaigns:

What the budget bought

£3,000
£4,400
£29,499
£88,498
29:1return on investment: PR value is 29 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 World Book Day

World Book Day in the UK and Ireland is held on the first Thursday in March to encourage children to read. It is run by a registered charity, with National Book Tokens as the main sponsor, and children in full time education receive a book token. The UK event began in 1998. UNESCO's own World Book and Copyright Day is on 23 April. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning World Book Day for 2027?

World Book Day next falls on Thursday 4 March 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team