Case study · Christmas 2010

The Abbeyfield Society

Relations Group ran a broadcast PR campaign for The Abbeyfield Society around Christmas 2010. A radio day of interviews put their spokesperson on air, securing 18 items of radio coverage with a combined audience of 2.7 million. Highlights included Sky News Radio.

Part of Christmas on air →
18Items of coverage
2.7 millionCombined reach
1h 39mTime on air

Coverage highlights

The story

The Abbeyfield Society, Christmas 2010

The aim
The Abbeyfield Society wanted to raise awareness of the charity and its principles and highlight elderly loneliness at Christmas.
The message
The charity provides supported independent living and residential care for older people. Its Christmas scheme offered companionship, through accommodation or a festive lunch, to older people facing the holiday alone.
The angle
1.5 million elderly Brits admit they do not look forward to Christmas at all and 500,000 spend Christmas Day alone each year. The charity offered accommodation and festive lunches to older people who would otherwise be alone over the holiday.
On air
The charity's housing director
The result
18 items of coverage reaching 2.7 million, including Sky News Radio.
Budget £2,500Delivered £4,125Above budget 65%On air 1h 39m

What the budget bought

£2,500
£4,125
£14,631
£43,893
18:1return on investment: PR value is 18 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