Tonic on Tap 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 on Tap implemented a media relations programme, blogged climbing websites and created an on-line web forum to generate a two way dialogue with the climbing community.

Results

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 coverage in every regional daily newspaper including two full page articles in Birmingham Post and one full page article in Birmingham Mail

substantial broadcast coverage following interviews with BBC Midlands Today and BBC Radio WM

total audience reached (excluding TV) – c. 1.7 million

98% of coverage contained all key messages

climbing community website forums made aware of the opening and positive dialogue among local climbers generated

visitor figures of 180 (76% above target) achieved on the opening day

cost per person reached (excluding TV audience) - 0.001 pence

£42 back for every £1 spent (based on value of print coverage alone)

CIPR PRide Award Winner - Silver for Best Low Budget Campaign 2005/06

Read the Birmingham Post – 3 June – full page