Launching North East jobs initiative amid Thomas Cook collapse

The Tonic was commissioned for a B2B campaign after the sudden collapse of Thomas Cook

Connect Health quickly mobilised to support those in the North East set to lose their jobs.

The community healthcare provider brought together Newcastle College, the North East CIPD, and other businesses. They planned and hosted an employment event for those affected. The Tonic was enlisted for a B2B campaign, to drive interest in the jobs initiative and boost attendance.

The Results

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.

The Tonic team acted swiftly, working with a new client to deliver results. If you have a B2B campaign and need a PR and content partner, get in touch with us here.