RNLI: Respect the Water

In July, for the third consecutive year, markettiers4dc worked with the ASA and RNLI to launch their annual SwimSafe campaign, a free programme built around improving safety for all 7-14 year old in open water throughout the summer months at beaches and lakes across England.

After three weeks of intricate logistical planning and dedicated media relations, the campaign’s launch day saw ITV’s Good Morning Britain coming live from Brighton Pier, interviewing RNLI ambassador and England rugby player, James Haskell and Elizabeth Toogood, whose uncle had sadly drowned while swimming off a beach despite being an experienced swimmer. Their coverage was supplemented with a pre-recorded package they had produced the day before after markettiers4dc set them up to film with RNLI lifeguards on Bournemouth beach.

Next up was Sky News interviewing James live down-the-line via their satellite truck on site, followed by the PA’s Multimedia arm filming a package which they distributed to all online UK news outlets and which ran on several key news sites. ITV News filmed on site too, distributing their package to all their regional news programmes. Meridian and Central News both ran it. The B-Roll we had produced for the RNLI saw extensive use by the broadcasters.

For radio, markettiers4dc set up an ISDN quality Outside Broadcast unit at Brighton Marina to allow James, Elizabeth and Ross MacLeod, the RNLI’s Coastal Safety Manager to connect to stations all around the UK. Highlights included multiple interviews on 5 Live, Radio 4’s PM, Sky News Radio, Radio 1 Newsbeat as well as many local BBC and commercial outlets. BBC national news bulletins covered the story extensively.

In total, markettiers4dc set up 35 interviews across national and regional TV and radio, resulting in the story being covered over 190 times.

“markettiers4dc have done the most fantastic job, helping us secure coverage across an astounding range of national and regional broadcast media outlets. We always had high hopes for this campaign but I think it’s fair to say the coverage achieved was far more than we ever expected – and this is in no small part thanks to the markettiers4dc team. I think this is a great example of what we like so much about markettiers4dc and why we come back to them time and again – they add value to the work we’re delivering.”

Laura Fennimore, Public Relations Officer, RNLI.