Lincoln College Group trains the next aerospace engineers

The brief

The college wanted to show that its Air & Space Institute produces people ready to work in aviation and aerospace. The wider point was the sector's shortage of skilled staff.

The angle

Not enough UK trainees are making it all the way to licensed aircraft engineer. Yet the industry employed roughly 104,000 people in 2023, and median pay sat 40% above the national figure. With 88% of jobs outside London, this is a strong local radio story, especially with a student ready to talk.

On air

A student from the Air & Space Institute joined the college's director responsible for apprenticeship partnerships on air.

The result

The campaign delivered 14 items and 1 hour 37 minutes on air, reaching 1.6 million with a 10:1 return on investment. Greatest Hits Radio Lincolnshire, Hits Radio Lincs, BBC Radio Lincolnshire and BBC Radio Nottingham all covered it.

Coverage highlights

• Greatest Hits Radio LincolnshireCommercial radio
• BBC Radio NottinghamBBC radio
• Hits Radio LincsCommercial radio
• BBC Radio LincolnshireBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.