To generate mass media coverage for the 17th issue of Bradford
& Bingley’s HOME Report
icas public relations, PR Week AWARD Winner 2001:
Best Use of Research
The Challenge:
To generate mass media coverage for the 17th issue of Bradford & Bingley’s
HOME Report which tracks trends in the residential housing market.
The Solution:
One third of today’s homebuyers are single.
Predicting the media hype surrounding the imminent release of the Bridget Jones
movie we found our hook. Under the headline ‘Singletons don’t
rely on fate to find a housemate’, press releases were crafted to
resemble one of Bridget’s diary entries. Reflecting Bridget’s obsession
with her weight and daily calorie intake, time taken to sell was noted as ‘average
wait’, while the average house price was shown as ‘pounds consumed’.
Customers fitting Bridget Jones’ profile were found through the Bradford
& Bingley branch network and made available for interview.
Key journalists were contacted in the run up to the launch of the report and
given embargoed copies.
Outcomes:
Far from being a jaded story, the HOME Report attracted more coverage than ever
before:
16 national newspapers
nine national TV programmes
three internet sites, including ITN
31 radio shows
128 regional newspapers
three consumer publications, including House Beautiful and Personal Finance
four key trade titles, including the Negotiator and Estate Agency News
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