Case study · World Book Day 2014

Sainsbury's

Relations Group ran a broadcast PR campaign for Sainsbury's around World Book Day 2014. A radio day of interviews put their spokesperson on air, securing 15 items of radio coverage with a combined audience of 1.5 million. Highlights included BBC Radio Lancashire.

Part of World Book Day on air →
15Items of coverage
1.5 millionCombined reach
1h 37mTime on air

Coverage highlights

The story

Sainsbury's, World Book Day 2014

The aim
Sainsbury's wanted to promote the value and range of children's books and dress-up in store around World Book Day.
The message
Sainsbury's is a one stop shop for children's books and quality dress-up at great value, helping bring children's imagination to life around World Book Day.
The angle
A study of 2,000 parents and children aged four to ten found 84% of parents love reading to their children, and 35% wished they could read more. Three in five (60%) said it gives them a special bond with their child.
On air
A former Blue Peter presenter and mother of two
The result
15 items of coverage reaching 1.5 million, including BBC Radio Lancashire.
Budget £3,000Delivered £3,225Above budget 8%On air 1h 37m

More campaigns for Sainsbury's

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

What the budget bought

£3,000
£3,225
£14,074
£42,221
14:1return on investment: PR value is 14 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