NATIONAL HOMEBUILDING & RENOVATING SHOW
According to Government figures, 55 people start building their own homes every day. With experts reporting that people could save “tens of thousands of pounds” by building their own home, where do intrepid house builders start when setting out constructing the home of their dreams? IMN partnered with Ash Communications in 2012 to cover the National Homebuilding & Renovating Show where those wanting to build a home of their own can find all the advice, products and support they need to get started. The campaign’s objectives were to utilise media interest generated by the NHRS to create engaging interviews with chosen guests to promote the show’s events, to provide Ash Communications with quality editorial that would increase awareness of the chosen clients and to raise the profile of the clients’ websites to give listeners a call-to-action during broadcast.
To maximise the campaign’s reach, nationally recognised property expert, writer and broadcaster, Michael Holmes, was on hand to participate in a series of radio interviews. He talked about the various aspects of home building and answered listeners’ queries. Michael proved to be the “perfect spokesperson” for the campaign; his extensive experience of home building, along with his ability to deliver great advice to listeners garnered terrific feedback from the presenters.
Coverage highlights included: BBC Radio Leeds, BBC Radio Nottingham, BBC Radio Stoke, BBC Radio Leicester, BBC Radio Derby, BBC Radio Cambridgeshire, BBC Radio Shropshire, BBC Radio Oxford and BBC Hereford & Worcester.
Campaign in Numbers:
National Homebuilding & Renovating Show’s campaign secured a weekly reach of 2.6 million listeners with 2 hours 45 minutes’ worth of coverage
National Homebuilding & Renovating Show’s campaign secured a total of 16 items of coverage (including 10 BBC Radio stations) up and down the United Kingdom.