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Case Study: Bomber Command

Challenge

 

To raise awareness of planning application for a memorial to honour the 55,573 men of Bomber Command who lost their lives in WWII, and to start raising money if planning permission was granted.

 

Solution

 

Ahead of the planning permission meeting at Westminster City Council, we had to be sensitive to the nature of the application and not to be seen as lobbying. Our strategy was to place a few sympathetic articles in the run up to the meeting.

 

When planning permission was granted on May 13th, we then did a major push to all national outlets, raising awareness of the memorial. It is an emotive story, so we used quotes from Winston Churchill, the Bee Gee’s Robin Gibb, the Marshal of the RAF and the Prime Minister to give the story extra weight.

 

Results

 

In terms of coverage secured ahead of the planning meeting, we placed a piece in The Times focusing on the less-known humanitarian missions of Bomber Command, and two further pieces in The Telegraph. On the morning of the result, GMTV interviewed Robin Gibb, and showed a short film made at the RAF Museum with Robin and veteran Dambuster Squadron Leader Tony Iveson. We also placed a piece in the Evening Standard that used the upcoming election and the political dominance over the news as a hook.

 

When planning permission was granted, we achieved a huge range of coverage in the space of just 48hrs – more than 119 pieces appeared including national newspapers, television, radio and regional press. The circulation (how many people were exposed to the coverage) is an incredible figure – 372,532,421 in total.

 

When planning permission was granted, we achieved a huge range of coverage in the space of just 48hours – more than 119 pieces appeared including national newspapers, television, radio and regional press.

 

The circulation (how many people were exposed to the coverage) is an incredible figure – 372,532,421 in total.

 

Coverage highlights included BBC Breakfast, Classic FM, BBC Radio 4’s Today Programme, The Times, Daily Mail, Sky, The Daily Express and many more.

 

There was a big spike in donations immediately following all the coverage.