The arrival of two new seals at Weymouth SEA LIFE secured mass media attention at the start of summer 2015. But how could we leverage media interest in the story of separated seal lovers Sija & Babyface to maximise coverage opportunities across a key sales period, without any ‘new’ news?
Speed came up with Seal Time – creating video content of Sija and Babyface face-timing from Weymouth SEA LIFE to Babyface’s home in Gweek. This included a piece to camera explaining how the activity was planned to make sure the seals wouldn’t miss each other.
The video was shared with broadcast and online media who had taken an interest in the Gweek seal story, before being seeded out far and wide. The team also created a picture story for national & regional print news which had Weymouth SEA LIFE at it’s heart.
- 101 pieces of coverage reaching as far as Australia, the US, Fiji, Malta and New Zealand
- Highlights included BBC News, ITV, Mashable, Mail Online and Metro as well as key regional titles, driving sales within the area
- Reach of 504,728,330
- PR Value of £559,623, contributing to an overall ROI of 45:1
- 50 publications used video content and 87 publications used images