We were tasked with creating a local PR strategy to spread the word about Toby Carvery’s celebration of Armed Forces Day, which involved offering a free meal to military personnel.
We utilised our traditional media network to spread the news regionally and generate coverage across the country. To generate national recognition for the Armed Forces Day offer we approached Money Saving Expert, targeting both their popular newsletter and Martin Lewis’ slot on ITV’s This Morning. We also reached out to internal military titles, including local Army HIVE’s across the UK, to inform them of the Armed Forces Day support for military personnel, past and present.
With a KPI of 60 pieces of coverage, we were pleased with the success of the project achieving 143 pieces of coverage for the armed forces activity and reaching an audience of 128,937,282 consumers. This included the free meal offer on Armed Forces being recommended by Martin Lewis live on ITV during his deals segment on Good Morning Britain, reaching an audience of 4,071,333.