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EXPERTISEDigital & Social Media
Broadcast PR & Content Creation
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Develop a campaign to communicate the mass digitisation of millions of newspaper archives.
An ambitious approach was needed for this innovative deal between The British Library and online publisher Brightsolid. The partnership would mean the mass digitisation of 40 million pages of historic newspapers, to be made publically available at the Library and on a new website – the British Newspaper Archive.
We advised developing a high impact media campaign that would bring the archives alive and communicate the scale and depth of the project.
We generated specific stories for every significant regional paper and radio station in the UK – supplying an array of bespoke 19th Century newspaper stories relevant to their respective town. On the day of the launch, we created a commuter-halting stunt at King’s Cross Station, featuring Dickensian newspaper vendors.
We secured and supplied exclusive content to BBC Radio 4 Today Programme and BBC Breakfast. And our social channels were just as important to stimulate consumer conversations and excitement.
We smashed our targets by epic proportions. We achieved 1,000 items of media coverage, 500 re-tweets on day one and 1,200 ‘likes’ on Facebook. At the time of the launch, the website attracted almost double the 1m target visitors, increasing by 1m each day in week one.
Within six months the site had attracted 20,000 subscribers (1,500 during launch week).
“The team delivered significant results, which not only resulted in widespread national coverage that hit all our target audiences, but also delivered huge traffic numbers to the site on launch day and exceeded our targets for subscription levels. The creativity and drive that went into the launch meant that we delivered against both our communications and business objectives.”
Carolynne Bull-Edwards, Head of PR, Brightsolid