Campaign: London Metropolitan Archives
PR team: Band & Brown
Timescale: January 2009-ongoing
Budget: Less than £10,000
In early 2009 ancestry.co.uk acquired the rights to publish the London Metropolitan Archives, a collection of records detailing more than 400 years of London history.
- To raise awareness of the online launch of the London Metropolitan Archives
- To drive visitors to ancestry.co.uk
- To boost subscriptions.
STRATEGY AND PLAN
The PR team worked out more than half of Britons could trace a relative within the collection. They pulled facts out of the records including historical insights into London life and details of David Beckham's great-great-great grandparents. A launch event with TV historian Tony Robinson was arranged at the Guildhall Crypts and a launch release was distributed to more than 200 national journalists.
MEASUREMENT AND EVALUATION
The launch event was attended by more than 30 journalists. In total 108 pieces of coverage were secured. The Press Association also syndicated the story and tailored releases generated coverage in regional media. More than 25 broadcast pieces were secured and the story was covered on 40 news websites.
The campaign led to a 30 per cent increase in traffic to the site and a 57 per cent increase in new membership over the two weeks following the launch.