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Campaign Details

insidedivorce.com is an online service dedicated to those who are contemplating or undergoing the painful process of divorce. It provides all the services required from legal representation, support groups through to estate agents and advice.

McGrory Communications objective was to gain disproportionate positive media coverage as the key communications tool. McGrory's creative strategy was the concept of D-Day, the busiest day of the year for lawyers from people contemplating divorce. To support the story and give it more depth, we recommended commissioning a report "Marriage and Divorce in 2007 Britain" - the largest survey of its kind in in the divorce arena.

The campaign and D-Day itself was a massive media success. Starting with Radio 4's Today programme, the story ran throughout the day on programmes such as BBC News, ITN Lunchtime News, C4 Lunchtime News, Sky, BBC News 24, Radio 1 Newsbeat and Radio 5 Live. The estimated advertising value of the coverage was in excess of £2 million.