Challenge:

• Findmypast.co.uk tasked Lansons to launch its biggest data set launch of 2010, the Chelsea Pensioners Army Service Records (CPASR) - in association with The National Archives and in partnership with FamilySearch. The collection comprises over six million full colour images of the service records of soldiers in the British Army in receipt of a pension administered by The Royal Hospital Chelsea, and who were discharged between the dates 1760 and 1913.
• The target audiences were family history and military enthusiasts.

Solution:

• Lansons recommended creating a campaign that focussed on the people featured in the records. The Lansons and findmypast.co.uk’s teams researched the records thoroughly highlighting kit lists from 1800s, celebrity ancestors; such as Spike Milligan’s Great-Grandfather and soldiers who led interesting lives.
• We drafted a release outlining facts of the records, with quotes and input from all three parties involved. This release was then backed up by a factsheet outlining historical facts, such as the wars that happened over the time period the records cover, further insight into the records themselves and ‘case studies’ of interesting soldiers we found listed in the records.
• We chose certain records as case studies as they linked into the modern day news agenda, such as soldiers based in Afghanistan. Lansons Live were also involved in the creation of broadcast-quality B-roll footage filmed at The National Archives and outside the Royal Hospital Chelsea, which greatly improved our chances with broadcast and online media and added colour and explanation behind the story.

Implementation:

• The main tactic that was used in this launch was tailoring the information released for specific media and also the use of b-roll filming that was produced in advance of the release.
• We also drafted an Irish version of the press release as we discovered that many soldiers in the British Army had originated from Ireland, which resulted in an interview request from BBC Belfast.
• Bespoke research was conducted for regional newspapers who requested local information about soldiers.

Outcome:

• Overall, the launch generated over 30 pieces of coverage in national print, national online, regional print, regional online and broadcast. The Associated Press news team filmed a news segment that went out to 260 broadcasters worldwide. In figures: 35% of articles quote a findmypast.co.uk spokesperson, the total AVE amounted to £42,931 and it reached 7,181,705 people. Coverage was achieved on the British Forces News Channel – broadcast to all soldiers serving in The British Army all around the world. It was also covered on BBC Radio 2, BBC Radio Wales and the Telegraph. The launch of the records also featured heavily on Twitter and was mentioned / RT around 50 times.

“I have to say I am very impressed with the way your agency has thought this communications stuff through – very comprehensive and meets all our media needs. Are you former journalists?”
Features Editor at the Kentish Express