Wednesday, 6 June 2012

Torch Visit Worth £10M... How do we know?

"Torch Visit Worth £10M" was the front page headline of the Daily Post on Bank Holiday Monday and above the headline was "N.Wales Publicity Bonanza." How many saw that headline and thought wow that's good and gave it no more thought? Where did the £10M figure come from? Well it seems it came from Ceidiog Hughes, managing director of PR firm Ceidiog PR who said  
"In terms of PR it was a masterstroke taking the Olympic flame to the summit of Snowdon...Pictures of Sir Chris Bonington holding the torch aloft were beamed around the world."
But now comes the crunch,
"The exact value of this fantastic worldwide coverage is not easy to quantify - but a conservative estimate would be that it generated £10 million of publicity."
So where did Ceidiog Hughes get the £10 million quid come from? Is there a scientific basis for it and what exactly does it mean, does it mean that Visit Wales would need to spend £10 million to generate similar publicity or is it just a magical figure pulled out of thin air to create a headline for the Daily Post?

Unfortunately even the ‘worldwide coverage’ assertion doesn’t seem hold water as a search of the 'worldwide press agencies', the Press Association, Reuters and Agence France-Presse showed no hits for Sir Chris Bonington, the Olympics and Snowdon.

Let’s hope the Daily Post can show the evidence for this headline story and demonstrate that they did not accept it on face value without questioning the source and evidence to substantiate the claim.


Cai Larsen said...

The Daily Post won't show any evidence because there isn't any.

I suppose that you could come up with a figure if you calculate the coverage & calculate how much that would cost in advertising time.

But the problem is that all your competitors are also give air time. It all cancells itself out.

Cneifiwr said...

A very good point. While the torch was going round Wales, we kept hearing excited claims that it had put any number of towns and villages on the map. Most places - such as Cardigan - received coverage only in the local press, and there was almost no coverage outside Wales.

The acid test for the PR brigade is how much we have heard about the torch since it left Wales: next to nothing is the answer. It only seems to come back into the news briefly when it reaches a major city.

The only contribution it made to the Welsh economy was in police overtime pay and hotel accommodation for security staff and the Metropolitan Police outriders.