BRITISH SUMMER - RAY MEARS
Radio Interviews & Competitions
In June 2014 when the British summer was just beginning, experts were not only predicting the longest and warmest summer on record, but also a potentially serious increase in mosquitoes and other harmful insects.
To highlight this and put the problem into perspective, Ultrathon commissioned research that revealed over 80% of people in the UK don’t use insect repellent at home, and perhaps even more surprising, almost half don’t use it when abroad.
To discuss the research further and make people aware of what can be done to protect themselves against harmful insects, Ultrathon used TV adventurer and survival expert, Ray Mears, as a celebrity spokesperson. Ray was able to discuss why mosquitoes are on the rise in Britain and what precautions people can take to stay safe.
Ultrathon also used editorial competitions as a successful route to coverage, giving away a 4 man tunnel tent and four bottles of Ultrathon insect repellent.
The campaign was hugely successful, gaining coverage on 10 BBC Stations including BBC Radio Merseyside, BBC Radio Manchester and BBC Radio Essex
Campaign in Numbers
Ultrathon secured a reach of 5.10 million listeners with 2 hours 49 minutes worth of coverage.
Ultrathon’s campaign secured a total of 31 items of coverage (including 10 BBC stations) up and down the UK.