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PR Case Studies Scam City

Published on November 13th, 2013


TV PR Case Study: Scam City


Client: ZigZag/ National Geographic Channel

Campaign: Scam City consumer launch

Objectives: Drive awareness and build audience for new Scam City TV series on Nat Geo and aid recommission of 2nd series for Zig Zag

Strategy: Focus on travel sections of media to take show to wider audience outside TV

Leverage programme talent, Conor Woodman to expand on his scam experiences and bring human interest/consumer affairs element to the story

Results: Double page spread features in The Sun, Daily Telegraph and TNT Magazine in week of broadcast. Other significant features in MSN Travel, Zoo Today, Sabotage Times, full page in Sunday Mercury and Telegraph Online

6 minute appearance on Sky News on day of broadcast

Outcomes: Coverage secured significant ratings boost and series now amongst highest rating shows on National Geographic channel, globally.  Series recommissioned.

What the agent said: “Justin was hired to do some PR on a client’s TV series as it launched in the UK and globally. He came to the project late in the day but managed to systematically cover every broadcast, web and print angle and approach possible, to achieve very good results. His communication with us throughout was exemplary so we knew what to expect and could also manage our client’s expectation. He also accompanied the client to a very early TV appearance and made sure he was happy and relaxed throughout – I felt that my client was in great hands. Warmly recommended.”


Miranda Chadwick – Senior broadcast agent ROAR Global

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