Kevin McLoud’s Home Truths
Task
Our team was brought on board at the eleventh hour, during the bustling Christmas period, to assist in driving ticket sales for a series of live events. The timeframe was incredibly tight—a mere fortnight to orchestrate key high-profile placements aimed at boosting sales in three major cities: London, Liverpool, and Oxford. This presented a significant challenge, as we were tasked with maximising exposure and generating substantial interest within an extremely limited window of opportunity.
What We Did
Recognising the urgency of the situation, we swiftly devised a strategic approach. Our primary focus was to target key national and local media across various platforms, including television, radio, and print press. This multi-faceted strategy was designed to generate maximum exposure for the three scheduled dates.
Given the time constraints and the particularly hectic nature of the Christmas period, we meticulously selected the most influential, top-tier outlets to initiate negotiations with. It was paramount that we moved with both speed and precision. Our team crafted clear, concise pitches tailored to each outlet, ensuring that our message would cut through the noise of the busy festive season.
Results
Our diligent efforts bore fruit, as we successfully negotiated and secured high-profile guest slots on some of the most prestigious and widely-viewed programmes in the UK. These coveted appearances included:
- A guest slot on BBC Breakfast, the nation’s most-watched morning news programme
- A feature on BBC Radio 4’s ‘Loose Ends’, a popular weekend entertainment show
- An appearance on BBC Radio 2’s Saturday Morning show with Claudia Winkleman, which boasts millions of listeners
Moreover, our outreach garnered interest from other key outlets, resulting in offers from several other prominent shows. These included ITV’s ‘This Morning’, ‘Loose Women’, Radio 4’s ‘Saturday Live’, and Virgin Radio—all of which have substantial and engaged audiences.
In addition to these national successes, we made significant strides in promoting the tour within the relevant local areas. Our team secured an impressive 58 regional placements, which encompassed interviews, features, and listings. This localised approach included securing coverage on BBC radio stations in each regional area, as well as prominent newspaper coverage, ensuring that the tour received ample attention in its target markets.
To maximise the impact of our efforts on ticket sales, we took great care to ensure that all previews, listings, and features included a direct link to purchase tickets. This strategic inclusion was aimed at streamlining the process for potential attendees, making it as easy as possible for them to secure their spots at the events.
In conclusion, despite the exceptionally short timeframe and the challenging Christmas period, our team delivered a comprehensive and highly effective promotional campaign. By leveraging high-profile national media appearances and targeted local coverage, we successfully raised awareness and generated significant interest in the live events across London, Liverpool, and Oxford.