Following the success of Virgin Media’s Christmas Stars Competition last year, we were well-versed in securing as much coverage as possible for this years competition. However, this year we were tasked with an additional phase of the campaign – a nationwide schools tour, with lots of outside broadcasts.
With ITV’s Stephen Mulhern on board to front the campaign once again, we know that he would prove popular with stations. So, we set about targeting and prioritising stations with the biggest reach to ensure the Virgin Media got the biggest return on their investment and the most coverage before, during and after the competition.
Across the three phases of the campaign we amassed over 30 items of coverage, with highlights including two high-profile segments on ITV’s Good Morning Britain. Overall, the campaign reached an audience of almost 20 million.