THE LAUNCH OF GRIMM ON WATCH |
Radio Interviews
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The Relations Group were approached by the publicity team at UKTV to raise awareness of the launch of a new American series GRIMM, beginning on the channel in February 2012. To create a newsworthy story that linked directly to the theme of the series, the darker side of fairy tales, UKTV commissioned a survey looking into parents' attitudes to fairy tales. The findings showed that one in four parents thought popular fairy tales were 'too scary' so provided a great platform for debate and conversation on air.
On the radio day 21 BBC stations spoke to the author, Diane Purkiss, as well as other spokespeople on the subject, with the story featuring in Five Live's news bulletins for the next 24 hours, as well as being featured on BBC Breakfast, BBC Lunchtime News, ITV Daybreak and This Morning. Each piece of coverage also featured the series and transmission details for GRIMM, meeting UKTV's objectives. The client commented: "I was really pleased with the campaign because the theme of the news story played back so well to the show. GRIMM focuses on dark and dramatic fairy tales and the news story reflected this perfectly by outlining how parents worry about reading them to young children as they are deemed too scary. Also the spokesperson, Diane Purkiss, is an expert in the field and worked very well on radio.” |