Campaign Statistics:

  • 39 Items of coverage
  • Audience Reach: 9.78 Million
  • Air Time: 121 Minutes
  • Coverage Views: 124K
  • Circulation: 1.48 Million

Shots from the Broadcast Day including Sky News Sunrise coverage and BBC Breakfast

4media group were commissioned to produce an integrated campaign for Greene King, the UK’s leading pub company and brewer. The campaign, consisting of research, broadcast PR and news generation, coincided with #NationalApprenticeshipWeek and looked at the benefits of apprenticeships on careers, in direct comparison with university education.

As the leading UK Apprenticeship provider in Hospitality, spokesperson Graham Briggs, Head of Apprenticeships and Employability Programmes was able to talk about the various ways that social mobility is encouraged by Apprenticeship schemes at Greene King. Graham was also joined by various case-studies from around the UK, including Wendy Omollo, Deputy Manager of the Lord Raglan pub in Holborn.

The research, conducted by our in-house research division, Atomik Research, revealed that half of Brits (47%) believe spending thousands of pounds on a university degree is a not worth the debt when it comes to improving career chances. What’s more, over a third (37%) of graduates are in agreement.

The research found nearly two thirds (63%) would consider an apprenticeship as the most useful start to their career, and over four fifths (82%) see an apprenticeship as an attractive alternative to university. However, over half (59%) of people believe there just aren’t enough apprenticeship schemes around.

Many believe that apprenticeships should be made more accessible to those with a lower household income, with almost two thirds (65%) of people saying there should be more support to help them get into work.

The campaign achieved widespread coverage across broadcast, print and online media.  Highlights included Sky News Sunrise, BBC Look East, Heart Scotland, Capital Scotland, Smooth Radio Scotland, Talk Radio, BBC Radio Tees, BBC Radio Jersey, BBC Radio Suffolk, BBC Radio Norfolk, BBC Radio Leeds, BBC Radio Bristol and many more. The campaign also landed a double page spread in The Sun, a piece on The Sun Online, The Scottish Sun, and a host of of regional and specialist online and print coverage.

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