LOCAL BUSINESS WEEK
Radio Interviews, Online Coverage, Video Production, Competitions
Online is becoming an increasingly significant part of Thomson Local’s sales as they grow the digital marketing side of their business, and a major aim of their campaign was to highlight this to their key target audience of small business owners who may still associate them more with paper directories.
The campaign was centred around Local Business Week, which is an annual event run by The Relations Group to encourage people to shop locally. This year, the week was supported by the Federation of Small Businesses, who provided spokespeople to appear alongside Thomson Local for both the radio and online video coverage, helping boost Thomson Local’s credibility among small business owners.
The combination of routes to coverage enabled Thomson Local’s messages to reach a wide range of radio listeners across the UK, along with an online audience including a high proportion of sites specialising in small business issues.
Coverage highlights included LBC, The Guardian, Brighton’s Juice, Metro Radio and Business Today.
Campaign in Numbers
Thomson Local secured a reach of 24.3 million listeners with 3.5 hours worth of coverage.
Thomson Local’s message was aired across a total of 81 items of coverage up and down the UK.