radio PR campaign
Loan provider Picture Financial wanted to raise brand awareness and position itself as the trustworthy lender among B and C1 consumers. Tonic recommended tapping into the issue of financial illiteracy and commissioned a survey into the top ten money myths held by the public.
Findings were used to sell in radio interviews with a Picture Financial spokesperson and, to maximise credibility, an independent financial expert. A radio feature was also recorded and sold into key stations. Tailored releases were issued with survey findings specific to each region of the UK. Coverage saw Picture Financial address misconceptions and educate listeners and readers about money.
No less than 30 newspapers covered the story, 41 radio interviews were conducted and 50 stations used the radio feature. Coverage reached more than 16-million people and 85% of it contained all key messages.
