Introduction
When RTÉ Kids and HopSkip Studios launched The Big Pet Project, the challenge was not just awareness, but making the show relevant and talked about nationwide.
Vroom’s PR campaign delivered sustained media coverage across national and regional outlets, cutting through a crowded Christmas schedule and keeping each episode fresh and engaging.
RTÉ Kids and HopSkip Studios launched The Big Pet Project as a brand-new family TV series airing weekly across RTÉ One, RTÉ Player and the RTÉ Kids YouTube channel.
With December dominated by established festive programming, the PR challenge was not simply to announce a new show, but to build awareness, relevance and sustained conversation for an untested format across a six-week broadcast run.
Vroom’s brief was to:
The PR strategy was rooted in one core insight:
Every pet has a story – and stories resonate most when they feel local, personal and real.
In a crowded Christmas broadcast period, a single national announcement wouldn’t cut through. Vroom’s thinking was to mirror the show’s structure in the PR itself: launch nationally to establish scale and credibility, then layer in weekly regional storytelling to sustain relevance.
This approach reflected a deliberate perspective: audiences connect with stories that feel tangible, familiar, and community-driven. By spotlighting real children, unique animals, and local families, each episode became its own newsworthy moment, rather than part of a repetitive campaign.
At the same time, ongoing outreach to parenting, family, and education-focused media reinforced the series’ core values – curiosity, kindness, and age-appropriate family entertainment – while keeping it culturally relevant across Ireland and Northern Ireland.
In short, the strategy was about shaping perception, creating a rolling narrative, and sustaining meaningful engagement, rather than simply generating media activity for activity’s sake.
This campaign reflects Vroom Digital’s approach to modern PR: insight-led, digitally integrated, and designed to sustain relevance over time. Rather than relying on a single national press announcement, a common approach for TV launches, Vroom built a rolling earned media framework that treated each episode as a fresh storytelling opportunity.
By combining national credibility with hyper-local, human-interest stories and consistent outreach to family, parenting and education media, the campaign avoided the drop-off in coverage typically seen after launch week. The result was a PR strategy that didn’t just generate awareness, but actively built momentum and audience connection across the full six-week broadcast run.
The phased Digital PR strategy delivered sustained earned impact across the full six-week broadcast run.
When combined with RTÉ’s owned TV, radio and online platforms, the wider campaign achieved:
Vroom’s earned media activity played a critical role in amplifying the series beyond RTÉ’s existing audience, embedding it into national and regional media conversation and reinforcing HopSkip Studios’ reputation for creating engaging, family-focused Irish programming.
The Big Pet Project campaign demonstrates the effectiveness of insight-led, rolling Digital PR. By shifting focus from a single launch announcement to locally driven storytelling, Vroom sustained relevance across a highly competitive broadcast period and delivered consistent earned impact throughout the series’ run.
This approach ensured The Big Pet Project became not just a TV launch, but a nationwide family conversation – one story at a time.The campaign highlights how strategic Digital PR can play a critical role in driving sustained awareness and engagement for broadcasters, studios and content-led brands competing for attention in crowded media environments.
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