Creating front page news and reaching half the british
population for a client used to living on the travel pages.
Our client challenged us to create news for SeaWorld which would resonate
with the British public and take them off the travel pages. Freerange identified 14-year-old Olympic high-dive hopeful Tom Daley as a potential ambassador for SeaWorld.
Tom was invited to "dive with dolphins" in a specially created show during October half term 2008 - no fee was paid. Exclusives were negotiated with The Sun and the Daily Mail in addition to photocall / VNR created for broadcast / online. Tom's appearance put SeaWorld right at the heart of the news agenda, with an upbeat news story appearing amidst the doom and gloom of the credit crunch.
Coverage: over 95+ pieces of
branded coverage generated
ROI: 1:69
half the UK population reached AEV: £400k+
