May 25, 2012
THE SUNDAY TIMES RICH LIST
The Sunday Times Rich List is the definitive guide to the wealthiest individuals in Britain and Ireland and tracks the fortunes of the super-rich. The Rich List has proved perennially popular with readers and has also been highly successful in attracting new and returning readers to The Sunday Times.
Working with a pool of spokespeople (consisting of The Rich List editor and compiler, as well as an economics correspondent from The Sunday Times) and to a carefully planned tiered release of embargoed information, we were able to maximise broadcast opportunities from the moment the publication date was announced in April, through to the Sport Rich List appearing in May.
Using bespoke tables of information from The Rich List we were able to secure interviews with specialist programming. These included BBC 6 Music, with the Young Music Millionaires and subsequent top 50 Music Millionaires, and BBC Radio 5 Live and talkSPORT with The Sport List. Regional tables were also used to secure interviews with BBC Wales, BBC Newcastle, Metro Radio, BBC Radio Humberside, BBC Suffolk, BBC Norfolk and many more.
Having access to multiple spokespeople ensured we were able to target TV programming that required studio interviews in London and MediaCity in Salford at the same time. This resulted in successful interviews with BBC Breakfast, BBC News Channel and Sky News, which would otherwise have not been possible.
Additional campaign highlights included interviews with Al Jazeera, CNBC Europe, NTV Russia, LBC, BBC South West, BBC West Midlands and BBC Radio Manchester. In summary, the strategy adopted and campaign assets available ensured significant broadcast coverage around The Rich List, building excitement about the content and contributing to a month on month increase in circulation figures.