Case study · Christmas 2017

The Childhood Trust

Relations Group ran a broadcast PR campaign for The Childhood Trust around Christmas 2017. A radio day of interviews, plus TV, put their spokesperson on air, securing 8 items of radio and TV coverage with a combined audience of 2.0 million. Highlights included London Live and Panjab Radio.

Part of Christmas on air →
8Items of coverage
2.0 millionCombined reach
1h 09mTime on air

Coverage highlights

The story

The Childhood Trust, Christmas 2017

The aim
The Childhood Trust wanted to secure coverage in Greater London and the home counties for its Christmas campaign.
The message
Christmas is especially hard for London's children living in poverty, many of whom receive nothing at all.
The angle
Research found children in London would receive Christmas presents worth just £19.55, against an average £145 spent on children in the UK, while family pets averaged £22.
On air
The charity's chief executive
The result
8 items of coverage reaching 2.0 million, including London Live, Panjab Radio.
Budget £1,000Delivered £3,125Above budget 212%On air 1h 09m

What the budget bought

£1,000
£3,125
£27,626
£82,879
83:1return on investment: PR value is 83 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