Campaigns: Education/Training - LSC shows its skill at big showcasing

Campaign: The Big Skill 2009
Client: The Learning and Skills Council
PR team: Tribe
Timescale: June-July 2009
Budget: Less than £100,000

The Big Skill 2009 involved seven outdoor showcase events, where training providers showed off learning opportunities. Six of these were followed by an awards evening hosted by BBC radio presenters.


- To raise awareness of lifelong learning

- To draw people in to the event

- To create entertaining and informative radio and online pieces around the event.

Strategy and plan

Tribe used the profile of BBC sports presenter Ray Stubbs to attract attention to the awards. Materials developed included posters, nomination forms and advertorials. Videos and images were posted online on sites including YouTube and Flickr. The PR team supplied BBC county radio stations with multichannel content.

Measurement and evaluation

In total, 183 pieces of media coverage were generated, 77 of which appeared in print or online. Flickr received more than 3,000 visits and there were nearly 1,000 views of the video on YouTube. In total, 94 per cent of coverage referenced the client.


Up to 500 members of the public attended each event and 113 training providers held display space at the seven showcases. The campaign won the Best Media Relations award at the CIPR East Anglia PRide awards.

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