Integrated Campaign - S4C turns switchover into showtime

Client: S4C
PR team: Working Word PR, Cazbah and JM Creative
Timescale: July 2009-March 2010
Budget: £100,000-£500,000

S4C broadcasts 45 hours per week of Welsh language programming on its analogue service and about 110 hours on its all-Welsh digital service. The digital switchover, which started in Wales in August 2009, presented it with the challenge of becoming an entirely Welsh language channel.

Objectives

- To promote the viewers' hotline

- To communicate that S4C would be an entirely Welsh channel post-switchover

- To raise awareness of S4C's switchover dates

- To maintain viewers.

Strategy and plan

Roadshows visited transmitter areas across Wales to inform local communities about the changes. Each show featured contemporary Welsh circus group NoFitState.

A national launch was held in Cardiff Bay to start media activity, plus a social media campaign using Twitter and Facebook.

Measurement and evaluation

The campaign received 80 pieces of print, broadcast and online coverage.

Results

The workshops were attended by 7,258 people and there were 6,676 visits to the website. The viewers' helpline received more than 5,000 calls during the peak digital switchover periods. The campaign won the Integrated Campaign category at the CIPR Excellence Awards 2010.