Marie Curie Cancer Care: Swimathon 2015


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Client Challenge

Marie Curie Cancer Care chose 4mediarelations to build their radio and TV publicity base for the 2015 incarnation of their annual ‘Swimathon’ national charity drive. ‘Swimathon’ is the UK’s biggest fundraising swim which, over the course of a weekend in April, aimed to generate thousands of participants to get involved with the cause at regional events across the UK. 4mediarelations would be tasked with curating the media scheduling around this brilliant cause that had already raised over £9 million in previous years.

The Campaign

Utilising Olympic gold medallist and swimming legend, Duncan Goodhew to maximise the benefits that swimming can add to a healthy lifestyle, as well as highlighting the incredible work that Marie Curie Cancer Care have completed over the years.

Duncan’s continued representation of the Swimathon, due to a family connection with cancer, as well as his storied history in the world of aquatic athletics was key to the main thrust of the press contact and increased the gravity and legitimacy of the campaign’s key messages.

By selling-in to media outlets towards the end of January, the aim was to generate interest with enough lead-in time for members of the public to sign up and prepare themselves for the swim itself.

Coverage

Swimathon 2015 generated a schedule with over 30 items of coverage over the course of one day. This included an early slot on Sky News Sunrise, BBC Radio 2 as well as the ‘SAM FM’ network, which covers the entire South of England.

London’s Lyca stations, the North-East giant Metro Radio and UKRD’s Pirate FM also featured on an interview timeline worth over £840,000 and that reached millions of viewers and listeners.

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Coverage Included


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