PR Campaign: Probako Communications / Viasat “History beneath our feet”

Challenge

Viasat History (VH) TV channel has been operating in the CEE region since 2007 but its brand awareness was low before the campaign.

Strategy & Action

Due to the tight budget no ATL support was available to help with the delivery: the message has to reach mainstream media and the core message had to arrive to the potential audience without being changed or losing focus.

Ececution:

  • Bring the content and the context of the channel outside, to an exclusive place that has/had an impact on history
  • Demonstrate the autenticity and expert knowledge of the channel on history and thus establish the channel as a leading TV resource on the matter

Results

  • Only Budapest:
    • 2M+ media contacts
    • 6M+ HUF value of media appearances (list price)
    • Equals to 18M+ HUF of advertising value
  • Other locations:
    • Prague, Warsaw, Bucharest Golden Drum Award (2009)

The Worldcom PR Group agency advising this account is:

Próbakő Communications, Hungary (www.probako.hu)