Case study · Christmas 2025

Saxony Tourism

Relations Group ran a broadcast PR campaign for Saxony Tourism around Christmas 2025. A radio day of interviews put their spokesperson on air, securing 15 items of radio coverage with a combined audience of 4.1 million. Highlights included Times Radio, BBC Radio London and Greatest Hits Radio Manchester.

Part of Christmas on air →

15Items of coverage

4.1 millionCombined reach

2h 04mTime on air

Coverage highlights

Times RadioNational radio
BBC Radio LondonBBC radio
Greatest Hits Radio ManchesterCommercial radio
Hits Radio ManchesterCommercial radio
BBC Radio LancashireBBC radio
BBC Radio SolentBBC radio
BBC Radio LeedsBBC radio
BBC Radio BristolBBC radio
BBC Radio CumbriaBBC radio
BBC Radio GloucestershireBBC radio
BBC Radio WiltshireBBC radio

Listen

Times Radio · 23m 19s

0:00 / 23m 19s

BBC Radio London · 12m 01s

0:00 / 12m 01s

BBC Radio Lancashire · 9m 06s

0:00 / 9m 06s

The story

Saxony Tourism, Christmas 2025

The aim: Saxony Tourism wanted to promote Saxony as a premium, authentic alternative to more commercial Christmas destinations.
The message: Saxony is the hidden gem of Germany's Christmas season, with historic markets, festive traditions, handcrafted decorations and hearty festive food that go far beyond the usual winter getaway.
The angle: A Saxony Tourism survey found Britain is still a nation of Christmas tradition lovers: 39% identify as 'Tradition Keepers', Traditional and Nostalgic is the top décor style at 38%, and 4 in 10 now call tinsel tacky, echoing the handcrafted decorations of Saxony's Christmas markets.
On air: A celebrity interior designer and TV presenter
The result: 15 items of coverage reaching 4.1 million, including Times Radio, BBC Radio London, Greatest Hits Radio Manchester, Hits Radio Manchester.

Budget £10,000Delivered £13,100Above budget 31%On air 2h 04mServices research

What the budget bought

Campaign budget

£10,000

Coverage delivered

£13,100

Advertising value equivalent (AVE)

£74,303

PR value

£222,910

22:1return on investment: PR value is 22 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