Swipe fatigue has set in: around 1.4 million people quit online dating in the past year, and Ofcom reported a 16% fall in use of the top 10 dating apps. Ahead of Valentine's Day, we built a broadcast PR campaign for Y L Introductions around that shift, with only 8% of Brits meeting their latest partner on an app and singles turning to matchmaking and intentional dating instead. We put the company's founder and CEO, a matchmaking expert, on air across a radio day of interviews, making the case for personal matchmaking over impersonal apps. The campaign secured 9 items of radio coverage reaching 1.8 million listeners, including BBC Radio Leeds, BBC Radio Cornwall and BBC Radio York.
Y L Introductions wanted to be positioned as a trusted authority in dating and matchmaking.
The message
The value of personal matchmaking compared with the impersonal nature of dating apps.
The angle
Ahead of Valentine's Day, the rise of swipe fatigue, with around 1.4 million people quitting online dating in the past year and Ofcom reporting a 16% fall in use of the top 10 dating apps. Only 8% of Brits met their latest partner on an app, so singles are turning to matchmaking and intentional dating.
On air
A matchmaking expert, founder and CEO of YL Introductions
The result
9 items of coverage reaching 1.8 million, including BBC Radio Leeds, BBC Radio Cornwall, BBC Radio York.
About Valentine's Day
Valentine's Day falls on 14 February, a Sunday in 2027. As well as gifting and dating, it gives radio and TV a reason to cover relationships, money and wellbeing in the week before. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.
Planning Valentine's Day for 2027?
Valentine's Day next falls on Sunday 14 February 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
