How we secured prime-time broadcast coverage for our client
Alice Morrison
THE BRIEF
Alice Morrison is an author, broadcaster and explorer who recently completed her latest expedition and became the first woman to walk the length of Morocco’s longest river to discover man’s effect on nature’s water supply. Alice tasked the SBPR team with raising awareness of her adventure as well as her latest book My 1001 Nights by securing as many print and broadcast opportunities as possible.
THE CHALLENGE
Having worked with Alice previously, and secured interviews in the national press and on BBC radio, the challenge was on for the SBPR team to outdo ourselves on this short three-month project.
THE SOLUTION
The team used Alice’s inspiring story to its best advantage. On her three-month voyage, Alice traced the river Draa from source to sea with a train of five camels, walking from well to well to survive and experiencing first-hand the struggles of water shortage from the Drawis people who call the desert their home.
We approached national newspapers, women’s titles, supplements and travel magazines carefully tailoring each pitch to highlight what would resonate most with the publication and its readers, whether that be the female explorer angle or the effects of global water shortage. Accompanying each pitch was beautiful imagery from Alice’s journey and offers to interview the passionate explorer, which helped secure multiple opportunities in the print media.
To secure broadcast coverage, the team used topical news hooks, such as the Westminster climate change debates, to pitch Alice as an interview opportunity to the production and planning teams. To ensure interviews took place, we made sure we were available to adapt for ever-changing news schedules and last-minute interview slots.
To further raise Alice’s profile, the team nominated her for the Woman & Home Awards in the ‘Don’t Tell Me I Can’t” category which showcases women proving anything is possible. Alice, who gave up her CEO city life to move to Africa and become and explorer, made the shortlist and will now be competing for the title in the finals.
THE OUTCOME
In three short months the SBPR team secured 19 pieces of national coverage, including an interview on Radio 4’s The Today Programme which is broadcast to over 12 million people.
The team also secured interview pieces in The Sunday Times, iNews, Lonely Planet and Conde Nast Traveller to name a few. In total, the coverage reached more than 14 million people which would have cost over £90,000 if the same space was bought in advertising!
