PR that punches above its weight - more front page news for CWP

Skill area: Media relations

Objective: Generate national media coverage for global diabetes study findings and attract visitors to online landing page to find their own Cambridge Weight Plan consultant

  • Headlines said: “Diet to halt diabetes revealed”, “Lose 10% of your body weight to cut the risk of diabetes by 90%”, “Diet saves life of diabetic gran”, “Cure for halting diabetes?”
  • Front page national lead in Daily Express
  • Total of 62 pieces of coverage including: Daily Mail, MailOnline, and Liverpool Echo
  • Sky News Radio interview syndicated to 148 stations nationwide on launch day with brand and website mentions (including Capital Radio group, Heart Radio group, Kiss FM, Classic FM & Kerrang)
  • Total campaign reach of over 570 million

Following the success of a previous campaign surrounding preliminary results from a national diabetes study, Gravitas PR was tasked with briefing the press on results from a global study into weight loss and diabetes.

The results of this second campaign around the PREVIEW study surpassed all expectations in terms of reach and number of pieces of coverage. With a second front page lead in the Daily Express in as many months and simultaneous radio play on stations across the UK on the day the embargo broke, the campaign hit an impressive reach of over 570 million.

To achieve this, the Gravitas team pulled together a comprehensive press pack with tabloid and consumer angles that made the story accessible to science correspondents, news editors and consumer health journalists alike.

Two incredibly compelling case studies were secured to sit alongside the news story, one of which was used as a double page feature in the national health pages. Both case studies were great for securing more regional coverage for the study, and the client, attracting pieces in the Liverpool Echo, Banbury Guardian and the Runcorn Weekly News.

Radio was a big part of this campaign as it had proved so successful earlier in the year. An audio feature was recorded with our expert and one of our case studies, which was sold in to stations across the country ahead of the launch date. On the day itself, our expert was live in the studio conducting live interviews with BBC and commercial radio stations. An interview with Downtown Radio in Ireland even prompted a listener phone-in which gave our story extra exposure.

An addition to this campaign came in the form of a bespoke landing page which housed an infographic, both case studies and information about the study. This was used as a call-to-action in all media coverage and results showed the average visitor spent over three minutes on the page, with almost half of visitors then moving to other content on the Cambridge Weight Plan site.

The Gravitas team worked tirelessly to achieve these "phenomenal" results, which is reflected in both the project outcomes and client feedback. Another great campaign from GPR!