Case Study

Ancestry.co.uk – The Ultimate Train-Spotter’s Guide

BACKGROUND

Ancestry.co.uk had digitised 2,000,000 railway employment records from the National Archives and were releasing them online for the first time. As an advocate of Ancestry.co.uk, Time Team’s Tony Robinson was made available for interview.

 

OUR THINKING

Tony Robinson had been Ancestry.co.uk’s ambassador for a number of years so had been available for media interview on several occasions before. ON needed to ensure the most valuable elements of the story were conveyed quickly to capture media interest.

 

RESULTS

ON kicked off coverage with live interviews on The Today Programme and 5Live Breakfast before taking Tony to carry out interviews with Steve Wright in the Afternoon on Radio 2 and the BBC 6Music Breakfast Show. A further 17 regional BBCs ran interviews with the total RAJAR reach of the stations topping 37,000,000.