Awards: Backley throws weight behind NBAs

Campaign: National Business Awards 2012
Client: National Business Awards
PR teams: In-house and Markettiers4dc
Timescale: April-June 2012
Budget: £5,000

Objectives

• To raise the profile of and interest in the awards.

Strategy and plan

In order to gain media coverage, the PR team commissioned research that revealed employees enjoy a competitive environment at work and employers believe it helps motivation. About 100 days before London 2012, former Olympic javelin thrower Steve Backley announced the results of the research, highlighting the competitive element of both business and sport. Some previous winners and finalists (pictured with chair of judges Baroness Virginia Bottomley) were used to comment on the research and talk about how entering the NBAs had affected their businesses. The video was used on the NBAs' website and circulated on social media.

Measurement and evaluation

The initial launch campaign generated more than 100 pieces of coverage, with broadcast highlights including live interviews with Backley on Radio 5 Live and Sky Sports News.

Results

The NBAs saw an increase in unique users visiting the website of 20 per cent during the campaign launch.