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Breast Cancer Care Scotland
BRIEF
To raise awareness of Expedition Nansen’s Endeavour, communicate the team’s aim to beat Fridtjof Nansen’s 120-year-old record for the original coast to coast crossing of Greenland, and profile the team members in their local media.
RESPONSE
Biss Lancaster undertook a comprehensive and hard-working media relations campaign which drove coverage of the expedition across all media and forged an ‘unofficial’ media partnership with the Scottish Sun.
ACTIVITY
Biss Lancaster distributed an announcement release and set up media interviews for all team members. The Sun accompanied the team to Norway for training and a press call was held upon its return.
RESULT
Quality national and regional print and broadcast coverage on national and regional TV and radio resulted in 10,715,460 OTS with an AVE of £131,025 and a PR Value of £393,077.
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