National Eye Health Week brings together the optical industry in a bid to raise awareness of the importance of a regular eye test. The Tonic Communications led a national and regional PR campaign to communicate National Eye Health Week to consumers, with a call to action to head to Vision Express for a free eye test. The strategy was to engage a range of media with tailored messages, encompassing news reporters, money and consumer affairs journalists, health editors and ‘real life’ contacts across print, online and broadcast media. With planning taking place two months in advance, The Tonic interviewed consumers and developed compelling case studies showing just how crucial an eye test can be for detecting conditions such as stroke, cancer and diabetes. The Tonic team developed key messages and briefing notes, held photoshoots and photocalls, created bespoke pitches based on awareness of news agendas, and engaged with key influencers, such as Money Saving Expert Martin Lewis, who could help take our message to a million-plus audience aligned with our target consumers.
The activity resulted in an unprecedented surge in eye test bookings in the company’s 25-year history. From a PR perspective, 127 pieces of coverage week achieved spanning national, consumer, trade, broadcast, online and regional press with a total value of over £450k and reach nearly 180million. Stand-out media coverage included Martin Lewis talking about National Eye Health Week and Vision Express on the Good Morning Britain sofa, a piece online at MoneySavingExpert and included in its e-newsletter, a piece in The Sun, Daily Mail online and a wealth of regional articles.
In commercial terms, over 8,000 people booked an eye test via the Vision Express website – this is the highest ever number of online eye test bookings in any one week and was an increase of 216% year-on-year.