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A Head For PR

Case Study: Let's Get Cracking!

A Head for PR delivered AVEs (Advertising Value Equivalents) worth over half a million pounds during a one month period when we worked with Visit South Devon tourism partnership on the “Let’s Get Cracking” campaign to promote South Devon crab in the Summer of 2010. The campaign reached a national and regional audience of more than 10 million consumers.

Headed up by the Dartmouth based celeb chef Mitch Tonks, the campaign was given a prime time audience on British Television’s most watched factual TV programme, Countryfile with an audience of an estimated five million viewers. The Australian celeb Chef Bill Grainger also features South Devon crab as part of a documentary for the Good Food Channel.

The South Devon crab campaign was featured in the Sunday Times Style Magazine, BBC Good Food Magazine, Waitrose Weekend Magazine, Good Housekeeping and BBC Countryfile Magazine as well as in a wide range of travel and trade press.

It was also featured extensively in the regional press including the Western Morning News, Devon Life and both ITV West Country and BBC TV Spotlight. BBC Radio Devon also featured the story as well as attending the launch in Dartmouth in June.

As a result of the increased sales in South Devon crab locally and the media interest in the story, the Visit South Devon website experienced a thirty percent increase in web traffic during the campaign. The tourism partnership is now planning to make South Devon crab a permanent fixture of the tourism calendar in South Devon festival as a crab festival is being planned for 2011.

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