PRG launched its marketing campaign for the East Sussex Energy Partnership, promoting the availability of grants for home insulation, with a photo stunt that generated widespread regional media coverage.
To illustrate the key messages – free help, warmth, energy efficiency, and four Local Authorities working together – PRG dressed four Council leaders in a bespoke four-person woolly jumper. Each of the authorities – Eastbourne, Hastings, Rother and Wealden – gained coverage in regional newspapers and radio, reaching an estimated 135,000 people, with a value of more than £17,000 for a cost of just £2,275.
The campaign image of a house in a woolly hat and the slogan ‘Free insulation at the drop of a hat’ was then used across newspaper adverts, a de-jargonised campaign booklet, the partnership website, bus shelter and on-bus advertising space.
Later press releases, tapping into national and regional news stories such as Britain’s coldest weather for 18 years, generated further media coverage.
Just four months after market-launch, ESEP – managed by Climate Energy Ltd – had 2,700 job-referrals on its books and had completed 1,050 installations, delivering £370,000 worth of assistance to households. As a result of this solid programme of works, ESEP is to be awarded an increased budget allocation in the 2009/2010 financial year from the Government Office for the South East.