Client: Digital UK
PR team: Good Relations Wales
Timescale: January-March 2010
In March 2010, Wales became the UK's first 'digital nation' following the completion of the switchover to digital TV.
- To raise awareness of the switchover
- To make sure people were aware of the changes they would need to make.
STRATEGY AND PLAN
Good Relations held briefings with the media well in advance of the switchover to make sure coverage would keep the public informed. Media interviews were secured with Digital UK spokespeople.
A clock counting down to digital switchover was unveiled by Welsh First Minister Carwyn Jones at the Wales Millennium Centre. The clock was then taken on a tour of key towns around south east Wales.
The completion of switchover was marked with a laser display around the Wenvoe transmitter. Good Relations also organised a community party at Tonyrefail - the final place to make the switch.
MEASUREMENT AND EVALUATION
The campaign secured coverage in print, broadcast and online media across Wales. UK-wide coverage was generated on outlets including BBC Breakfast, the Today programme and Radio 5 Live.
Awareness of switchover in the Welsh regions reached 99 per cent.