The SUBWAY® Chain: Comic Relief Sponsorship
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OBJECTIVE
The SUBWAY® chain became an ‘official partner’ of Red Nose Day 2009.
McKenna Townsend PR was tasked with driving media coverage about the sponsorship and engaging franchisees to fundraise and ‘Do Something Funny for Money’
STRATEGY
- Implemented national and regional media relations programmes
- Produced fundraising collateral to encourage ‘buy in’ to fundraising and local PR activity, as well as expand awareness of the campaign
- Implemented an internal communications programme to support and advise franchisees encouraging take-up of collection tins by 1,300 stores
RESULTS
- 1,002 stores (77%) engaged in fundraising activity
- The campaign generated 155 pieces of media coverage worth £125,291
- Reached a total of 13,213,871
- Hit fundraising target and raised £500,000
- All 1,300 stores had collection tins in-stores
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