During 2007, regional radio interviews were set up using a series of media hooks throughout the year plus various interesting spokespeople including TV presenter Timmy Mallett, Olympic hero Steve Backley and environmental journalist Penney Poyzer.
Timmy Mallet’s interview was held over the May bank holiday and Steve Backley focused on the 5 year count down to the 2012 Olympic Games. Penney Poyzer’s interviews will take place in November 2007 to focus on a greener Christmas.
During 2005 a consumer PR campaign was initiated to create greater awareness of the benefits of drinks cans. The programme was undertaken in the UK, France and Spain. The campaign was aimed at emphasising the modern, contemporary, refreshing nature of cans as well as illustrating the fact that cans are 100% recyclable. The activity was aimed at all media with particular success on the local radio and online media, which is most commonly used by the young adults that the campaign is aimed at.
Within the UK there were several initiatives, which were started by a series of radio interviews with TV presenter Timmy Mallett passionately discussing the issue of recycling with local DJ’s. Later on in the summer renowned wildlife specialist Terry Nutkins reinforced the messages and was interviewed by local radio on the importance of recycling cans for the environment.
2006 World Cup
The success of the pan-European PR programme continued to build momentum throughout 2006. Focusing on communicating the can’s three key messages of its modern nature, environmental friendliness and refreshing qualities. Using consumer media, the team evolved 2005’s ground-breaking campaign and took it to a new level in ’06.
In the UK, the campaign kicked off with a guerrilla association with the nation’s favourite pastime – football. With the England team off to Germany, the BCME PR team created an unofficial World Cup can, complete with England footballer iconography as pictured, and secured media partnerships with some of the biggest online portals and regional papers across the land.
Readers were offered the chance to win the ultimate prize for enjoying the football at home, namely a minifridge stocked full of ice-cold, limited edition, World Cup lager. The activity was an instant hit with both the media partners and their readers, scoring coverage across 17 regional papers, 19 major online sites and one TV station!
This activity was swiftly followed up with an initiative that proved highly successful in 2005 – radio days with celebrity spokespeople discussing drinks can recycling. Timmy Mallett whose presence and enthusiasm for the subject certainly made an impact in 2005 was supported by “green” journalist and environmental campaigner Penney Poyzer. The duo took their argument to the airwaves and between them reached 42 of the biggest regional BBC and commercial radio stations in the UK.