Highlight:
The campaign had an audience reach of 19.7M.
Case Studies
VIRGIN MONEY INTEGRATED PR CAMPAIGN
Challenge:
4media group was commissioned by Virgin Money to mark the 2019 London Marathon via an integrated PR campaign. The London Marathon is the world’s biggest annual fundraising event. That year, early projections revealed that donations would total over a fifth more than the previous year – which would break all previous records.
Solution:
Research by Marathon sponsor Virgin Money was released, which revealed that running a marathon is on a bucket list for two-thirds of young people. The research also revealed that 24% of marathon runners say their biggest motivation is knowing they are going to raise money for charity. The broadcast day was fronted by Olympic Medallist and World and Commonwealth Champion Iwan Thomas.
Outcome:
The Marathon took place on Sunday the 28th April with their Charity of the Year, Dementia Revolution – Alzheimer’s Society and Alzheimer’s Research UK joined forces to lead the charge towards a cure. The integrated PR campaign secured extensive media coverage across print, online and broadcast platforms, and had an airtime of 159 minutes. The campaign had an audience reach of 19.7M.