PRG and Sainsbury's Aid Mobility

Challenge

PRG was approached to increase Constables Mobility‘s local presence across Kent and Sussex over a three-month period by planning and managing a PR campaign to generate press coverage across the region.

Solution

The PR campaign consisted of two competitions – one each for Kent and Sussex – devised to raise awareness of the Constables Mobility brand.

Liaising with our media contacts, we secured a media partner for each of the two competitions – Johnston Press in Sussex and Northcliffe in Kent – to guarantee local press coverage. We achieved coverage in 10 Sussex newspapers with a weekly readership of more than 238,000, and 26 Kent  newspapers with a weekly readership of more than one million.

For our ‘Win Christmas in a car’ competition, we secured Sainsbury’s supermarket as a partner, and one lucky Kent winner scooped all the Christmas presents, decorations, food and trimmings that could be packed into a Constables Mobility vehicle. Sainsbury’s provided the prizes and Constables Mobility delivered the gifts and took the winner on a Christmas shopping trip with £500 to spend.

Our ‘Win a chauffeur driven day out’ competition offered ten Sussex winners a family ticket to one of the top 10 tourist attractions in the county with wheelchair access. For this competition, we successfully secured ticket donations from the attractions and a Constables Mobility vehicle to pick up the winners and take them to their destination.

Coverage for both competitions included the launch of the competitions, the winners’ announcements and, importantly, photographs of the winners receiving their gifts.

Result

Getting supermarket giant Sainsbury’s on board resulted in editorial coverage across Sussex and Kent worth £26,390 – a PR ROI worth five times our client’s initial spend.

Through the planned PR campaign, we raised awareness not only of the Constables Mobility brand name, but also of the vehicle ranges, the company’s technical expertise and the quality and safety of each conversion.