With the sudden collapse of Thomas Cook, Connect Health decided to support those in the North East set to lose their jobs. Connect Health brought together Newcastle College, the North East CIPD, and other businesses to host an employment event for those affected. The Tonic was enlisted to drive interest in the jobs initiative and boost attendance.
The campaign successfully engaged all the main news outlets in the North East – exceeding KPIs by securing national coverage in the Daily Telegraph too. It reached an audience of over three million. Print coverage featured in the Newcastle Chronicle, Northern Echo, Hexham Courant and North East Times.
Ahead of the event, interviews aired on Capital FM North East, Metro Radio and BBC Radio Newcastle. On the day itself ITV Tyne Tees, BBC Look North, Metro Radio, Capital FM North East and the Newcastle Chronicle attended to interview Connect Health and event guests. The CPM (cost per thousand) for the PR campaign was just 19 pence and the coverage was 100 per cent positive.