Eyes on Hereford - TV's Kate Bliss teams up with Tonic for hospital launch

The Brief

SpaMedica enlisted The Tonic’s support to launch its new ophthalmic diagnostic and treatment centre in Hereford – the first of its kind in the UK. The objectives were to create a PR campaign that would emotionally connect with the local community, drive public attendance at a launch event, and communicate SpaMedica’s commitment to improving access to eyecare in Herefordshire. This was part of a wider multi-channel campaign that Tonic developed with SpaMedica.

The target audiences were:

Residents of Herefordshire aged over 65 (it is estimated that one third of this age group have cataracts).
Local NHS patients who are awaiting treatment for cataracts or other ophthalmic services
Carers/family members of over 65s in Herefordshire who are NHS patients.

The Response

The Tonic executed a PR campaign centred around storytelling, community relevance, and media appeal.

The creative mechanic devised by The Tonic was a pop-up ‘Valuation Station’ hosted by Kate Bliss, a well-known TV antiques expert and proud Herefordian.

The Tonic recommended Kate Bliss as the brand ambassador because:

Kate is a familiar face for the audience demographic, appearing on BBC shows Bargain Hunt and Antiques Road Trip – this offered added appeal to engage BBC as a key media target.
Being from Hereford, with a family business in the city, offered a regional hook.
As a valuation specialist, Kate relies on her vision to spot tiny details – a hallmark on a piece of silver, or a flaw in a gemstone – which can completely change an item’s value. Without sharp eyesight, she couldn’t do her job.
We could link valuing antiques to encourage the public to ‘value their eyesight’.

Pre and post-event press materials positioned the new centre as a moment of innovation in community wellbeing. ONS data was sourced to estimate regional eye health statistics, demonstrating the need for community services, and in line with the NHS 10 year plan. Wider multi-channel marketing supported the PR, developed by SpaMedica.

The Results

In-person media attendance from BBC Hereford and Hereford Times
Total audience reach of 220 million+ across all media channels
BBC Hereford coverage across radio, online and TV, Hereford Times live blog coverage and post-event feature and a full-page spread in Herefordshire and Monmouthshire Living magazine
Interview with Kate Bliss secured with Chat magazine
100% of coverage featured SpaMedica spokespeople
91% of media articles referenced local eye health statistic
57% highlighted the key message of improved access to services
A CPM of 4p was achieved
Over 200 attendees at the event on launch day, with queues forming for the Valuation Station

Subsequent to this campaign’s success, The Tonic relaunched SpaMedica hospitals in Essex, Portsmouth and Coventry, with further media reach of 307 million+.

About SpaMedica

SpaMedica is one of the UK’s leading providers of NHS ophthalmology services, offering treatments for cataracts, posterior capsule opacification, glaucoma, and medical retina services.

“Great working with the fantastic team at The Tonic Communications – swift and efficient communication with a thorough approach.” – Kate Bliss, TV Antiques Expert

“Tonic was integral to the overall success of launching our services and campaign in Hereford. They worked closely to support us and had some fantastic PR ideas to generate the media presence both nationally and locally we set out to achieve” – Alison McLaughlan, Head of Marketing at SpaMedica

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