7 years ago




A PR campaign for BBC Gardeners’ World Magazine proving that gardening makes you happy has been shortlisted for a prestigious award at the PR Week Awards. The PR Week Awards are widely accepted by the PR and communications sector to be the equivalent of the film industry’s ‘Oscars’ and the nomination is the first time an Immediate Media Co campaign has ever been shortlisted. The campaign is also the only magazine PR campaign to be shortlisted in the awards in the fiercely contested Insight, Research and Strategy category.

The campaign, a collaboration between Immediate’s in-house PR team, Insight unit and the BBC Gardeners’ World Magazine editorial team, launched in 2013 and has been the most successful PR campaign in the magazine’s history, securing a lead item on BBC Breakfast and 165 pieces of unique coverage. The campaign was devised by PR Manager Toby Hicks with the intention of supporting the magazine by creating a transformative effect on perceptions of gardening in the media. A two stage qualitative and quantitative survey devised by the Insight team and carried out by ICM, found that out of a list of 24 hobbies gardening made its participants the most happy, and could also help to combat stress and depression.

The results of the findings were endorsed by academics, celebrities and several gardening-based charities. The editorial team have driven content around the findings over several issues and the Insight team have created a detailed report on the findings, supporting the unprecedented level of media coverage. The campaign was devised and carried out for a budget of less than £5,000.

Dominic Murray, Publishing Director, BBC Gardeners’ World Magazine, says:

“It’s hugely gratifying for this campaign to be shortlisted in the UK PR ‘Oscars’. It’s a great example of a strong creative idea – bang on brand – developed seamlessly by the in-house PR, Insight and editorial teams, and deployed to maximum effect. The campaign objective was to place gardening – and BBC Gardeners’ World Magazine –  at the heart of the national conversation – it absolutely established the emotional connection between the nation’s favourite hobby and it’s state of well-being.”  

The Awards will be held at the Grosvenor House Hotel on Tuesday, 14th October.


Notes to editors

For more information please contact –  Toby Hicks at Immediate Media on 020-7150-5016 or email toby.hicks@immediate.co.uk

BBC Gardeners’ World magazine is the market-leading gardening title with a combined circulation figure of 237,650 monthly readers according to the last Audit Bureau of Circulation (ABC) figures.

Immediate Media Co was formed on 1 November 2011 creating a new force in consumer media. With an exciting mix of market-leading brands, great talent and technology expertise, the company combines a strong publishing heritage with digital platforms and entrepreneurial flair. Its wholly owned brands include Radio Times, olive, Homes & Antiques and highly successful specialist titles including Perfect Wedding and Prima Baby. It publishes BBC Top Gear, BBC Good Food, and BBC EasyCook on behalf of BBC Worldwide and a number of other titles, including BBC History, BBC Gardeners’ World, BBC Focus and the CBeebies portfolio, under licence. It publishes Lonely Planet Traveller magazine for LPG Inc. The company also publishes leading digital brands such as MadeForMums.com, loveyourhair.com and visordown.com. With 850 staff in London and Bristol, Immediate Media Co has over 1 million subscribers, a brand reach of over 11 million UK consumers and revenues of £150m per annum. It is owned by Exponent Private Equity. Follow us on Twitter @Immediate_Media.

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