launch PR
Tonic was asked to raise awareness throughout the Midlands for the opening of the Creation Indoor Climbing Centre in Birmingham - one of the UK’s largest indoor climbing centres. Tonic implemented a media relations programme, focussing on journalists who had previously covered climbing related stories in the region, blogging climbing websites and creating an online forum on the Creation Climbing website.
Coverage was secured in every regional daily newspaper and included two full page articles in the Birmingham Post and one full page in the Birmingham Mail. Substantial broadcast coverage was aired on TV and radio following interviews with BBC Midlands Today and BBC Radio WM.
The total audience reached by radio and print coverage alone was 1.7-million, 98% of coverage contained all key messages, opening day visitor figures were 76% above target and the campaign was awarded a Silver PRide Award in the Best Low Budget Campaign category by the Chartered Institute of Public Relations.
