Davina – Begin Again
Service
Consumer PR
Industry
Media
(Overview)
Davina McCall, Broadcaster, Presenter and Author, revealed her brand new podcast, Begin Again, launching via Steven Bartlett’s media company, Flight Studio, in October 2024. Begin Again is dedicated to empowering people to embrace midlife, acting as a promise that midlife can be your most transformative years yet. Sharing stories of growth and rediscovery, creating a sense of renewal, Davina and Flight Studios set out to prove that midlife is the perfect opportunity and time to Begin Again. R. Agency was hired to launch the podcast series, establishing it as a UK top-tier show, driving ongoing public interest and boosting media visibility for guest episodes and Davina’s ongoing mission to redefine midlife.
(Project Details)
The strategy worked by highlighting Davina’s authentic commitment to challenging outdated narratives around aging, speaking to women in midlife seeking empowerment and inspiration. By establishing key themes resonating with the demographic, including reinvention, self-discovery, and embracing life's second chapter, R. Agency created compelling storytelling assets from the podcast. R. Agency leaned on Davina's relatable personality and the views of her diverse range of guests - from celebrities to experts, each sharing their own stories of growth and resilience.
As Flight Studio’s press office team, R. Agency were briefed to launch, scale and drive continued interest in Davina McCall’s new podcast, Begin Again. With a well-established career and trajectory across TV and entertainment, R. Agency created a strategy to maximise Davina’s popularity to create a platform from which she could talk about the show and the themes it examined with guests.
Results
R. Agency landed Davina McCall in-the-headline coverage in top-tier national, lifestyle, consumer, entertainment and podcast outlets - for both online and in print. Coverage included Fabulous (cover), The Guardian, The Independent, Metro, OK, Yahoo, Podcasting Today and more. R. Agency continues to connect Davina McCall to top-tier reporters, offering insights behind each guest episode to maximise press coverage for Begin Again.
