Our challenge
Mason Media was retained by PDSA in September 2007 following a successful crisis management project with a view to building the charity’s profile among national media in this its 90th year.
Our approach
The organisation’s directors identified two initial priorities: the relaunch of its Pet Fit Club to tackle animal obesity and to build anticipation ahead of the reopening of PDSA’s animal cemetery in Ilford. Mason Media orchestrated the campaigns for both national and regional print and broadcast media.
Our results
Pet Fit Club had its most successful ever launch with coverage for the launch day reaching £250,000. A live GMTV interview, BBC Radio 1, local radio stations across the country, the Daily Sport, Metro and regional newspapers including the Glasgow Evening Times, Liverpool Echo, Brighton Evening Argus, Plymouth Evening Herald all included lengthy articles. Further coverage was secured on international news websites including BBC News Online, Sky News Online and Ananova.
The teaser campaign and opening proper of the restored animal cemetery also proved to be popular with both national, local and international print and broadcast media. The highlights included the Daily Telegraph and Daily Mail, Evening Standard, ITV London Tonight, The BBC One Show and British Forces Broadcasting. Coverage for the story on one day totalled more than £1.4million.
PDSA believed the coverage helped raise its profile among national, regional and local broadcast and print media as a source of varied and newsworthy stories.