How we secured multiple BBC Breakfast Interviews and more!

THE BRIEF

Alice Morrison is an author, broadcaster and explorer who is a long-time returning client of SBPR. This time around Alice tasked the team with raising awareness of her latest adventure in Morocco, where she walked 1,000 km across the Sahara in three months to investigate the devastating effects of desertification. SBPR were to secure Alice print and broadcast opportunities, before she set off on her expedition, during the trek, and when she completed her journey. 

THE CHALLENGE

Because Alice is such an established explorer and had taken on similar expeditions before, the team had to make sure they could present the press with exciting ‘new’ news about Alice’s latest adventure. We were also up against the seasonal Christmas and New Year press stories and had to ensure our press releases and news pieces rose above them.

THE SOLUTION

The team used Alice’s inspiring story to its best advantage. We reminded the press how established Alice is as a female adventurer and of her passionate interest in the natural world.

On her three-month voyage, Alice was accompanied by five camels and her expedition team, walking from well to well to survive, and experiencing first-hand the struggles of water shortage from the Saharawi people who call the desert their home.

We approached national newspapers, women’s titles, supplements, travel magazines and broadcast media creating bespoke pitches for each one. We used the beautiful imagery Alice provided us with to accompany our pitches as well as offering her to media for interview.

With the media landscape being a demanding environment, we made sure we were on top of any topical news story that was released, ensuring we reacted to media quickly.

THE OUTCOME

In three short months the SBPR team secured 11 pieces of national coverage, including two interviews on BBC Good Morning Scotland which was broadcast to over 400,000 people.

The team also secured interview pieces in Wanderlust, Positive News, Business Traveller, Metro Scotland and Edinburgh Evening News to name a few. In total, the total coverage reached more than 1.7 million people which would have cost over £87,000 if the same space was bought in advertising!

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