// HIGHEST LEVEL OF TRADE COVERAGE IN 11 YEARS
// GENERATED 1.1 MILLION OTS
// 8 TIMES ROI
OBJECTIVE
Create awareness of the National BBQ Association’s (NBA) summer long campaign, and in particular National BBQ Week in the retail and foodservice media, as well as highlighting the sponsors participating in the campaign.
SOLUTION
To position NBA as the industry experts, an authoritative industry report including market data on barbecuing and information on all the campaign sponsors was produced. This was launched at a BBQ day at William Reed Publishing, where all sponsors products were sampled by some 40 leading trade journalists. A hard working media relations campaign complemented this activity, ensuring that coverage was achieved for the Association, the campaign and sponsors in all relevant BBQ trade features throughout the season.
RESULTS
NBA achieved the highest level of trade coverage in its 11-year history, with all relevant trade features including information on the Association and its campaign. In total, the coverage generated over 1.1 million opportunities to see and delivered a 7.9 return on investment.