How we spread the word of the UK’s first Positivity Summit to more than 8 million people
THE BRIEF
Motivational speaker and life coach Cornell Thomas tasked Sunny Bird PR with raising the profile of the UK’s first Positivity Summit in London. Well known in America, Cornell was introducing the concept of a Positivity Summit to a British audience for the first time and asked the Sunny Bird PR team to spread the word and increase awareness of the event which boasted a line-up of world-renowned speakers sharing their stories and self-development techniques.
THE CHALLENGE
With just eight weeks to go before the two-day event, the Sunny Bird PR team had their work cut out to get news of the Positivity Summit to the people of London.
THE SOLUTION
In order to inform as many people as possible about the Positivity Summit in the shortest time, the team decided a broadcast media campaign was our best option. Knowing that an event wouldn’t make the news agenda on its own, Sunny Bird PR needed a news hook and interesting interview subjects to convince producers to cover the story.
As the Positivity Summit was taking place on the same weekend as World Positive Thinking Day, we had a great news hook to reach out to producers, offering them interviews with Cornell himself who was in London for two days prior to the summit.
As a former athlete who had his dreams of a professional career halted by a life-changing injury, Cornell knows a thing or two about positivity. Today, he delivers talks across the globe, coaching others in the power of positive thinking and is the ideal person to get people excited about the event.
The Sunny Bird PR team approached producers on the national news channels and daytime TV shows as well as a targeted list of London radio stations aired within reasonable travelling distance of the summit in central London.
Off the back of this outreach the team secured a live studio interview for Cornell on primetime breakfast show Sky Sunrise broadcast to more than eight million viewers! SBPR also set up nine interviews with regional London stations including Love Sport Radio, Fix Radio and Gateway Radio listened to by city workers and people in key commuting areas. We also had interview requests from ITV News, Loose Women and Good Morning Britain.
As well as radio and TV, we secured Cornell an interview on the UK’s most popular basketball podcast as well as two print articles in regional London titles informing people about the event.
THE OUTCOME
Sunny Bird PR secured 13 pieces of coverage on the Positivity Summit in print and broadcast media, which was listened to, watched and read by more than 8.4 million people. If the same space was bought in advertising this would have cost over £25,000!