Awareness moment · First Thursday in March

World Book Day on air

World Book Day is one of the awareness days brands use to get on radio and TV. Relations Group has run 2 broadcast PR campaigns for it between 2013 and 2014, for Sainsbury's and Sainsbury's. The coverage ran to 36 broadcast items (28 interviews and 8 on-air competitions), heard by a combined audience of 5.0 million. Coverage included BBC Radio Devon, U105, BBC Radio Norfolk, BBC Radio Cornwall, BBC Radio Cumbria and more. Every campaign met or beat its coverage budget.

36Items of coverage (28 interviews and 8 on-air competitions)
5.0 millionCombined reach
3h 43mTime on air
33Distinct outlets

Coverage highlights

The campaigns

Sainsbury's, World Book Day 2013

The aim
Sainsbury's wanted to raise awareness of Sainsbury's and its Make Believe campaign ahead of World Book Day 2013.
The message
Reading is an important part of child development, and Sainsbury's Make Believe campaign invited children to dress up as characters from their favourite books in selected stores.
The angle
To mark World Book Day, Winnie the Pooh and Paddington Bear were voted the two best loved children's book characters in a Sainsbury's poll, and the 'Make Believe' campaign invited children to dress up as book characters in selected stores.
On air
A child psychologist
The result
21 items of coverage (13 interviews and 8 on-air competitions) reaching 3.5 million, including BBC Radio Devon, U105, BBC Radio Norfolk, BBC Radio Cornwall.
Budget £3,000Delivered £4,400Above budget 47%On air 2h 06m
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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
Read the case study →

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