SPA Way launches radio campaign to sell PBR approach

PR agency the SPA Way has launched a £20,000 national radio campaign on Classic FM advertising its 'guaranteed media coverage' payment-by-results approach to PR.

The agency, which is believed to be the first of its kind to adopt a national above-the-line strategy, launched its campaign this week with two ads focusing on its payment method.

Agency MD Sara Pearson said the campaign, which has been handled by John Ayling Associates, is targeted at potential clients 'who are reluctant to try PR or who have tried it and become disillusioned with it'.

Pearson's PBR approach, which was pioneered by the firm five years ago, means the client is guaranteed a certain amount of media coverage before a campaign begins. If the coverage doesn't materialise, a proportion of the fee is reimbursed.

She said that if the ad campaign proves successful, she hopes to expand the tactic to other national radio stations.

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