Avantis Education, creators of ClassVR, launched the Future Forests Toolkit – an immersive educational resource built in collaboration with the Rainforest Foundation UK – at renowned edtech trade exhibition BETT UK.
The toolkit allows pupils to explore climate change and deforestation through virtual reality, bringing critical environmental topics to life.
To reignite interest and amplify relevance around World Environment Day, TMPR developed a dual-tiered PR strategy. Alongside a core trade release, we implemented a regionalised media outreach campaign to maximise exposure and drive local engagement.
This tailored approach not only enhanced resonance at the community level but also significantly extended the campaign’s reach and media traction.
Challenge
Avantis’ Future Forests Toolkit had already launched to strong reception at BETT UK. But with climate education gaining momentum – especially in light of World Environment Day – the challenge was how to keep the story alive and make it resonate more deeply with parents, teachers, and school communities across the UK months after the initial launch.
Solution
TMPR created a two-tiered PR strategy. Alongside a core national release targeting key education and edtech media, we launched a regional campaign tailored to individual communities. Using data from Avantis’ existing school network, we identified areas where ClassVR was already in use and created custom versions of the press release for each region – complete with local case studies, references and quotes.
This regional-first strategy transformed one story into many. From the Wirral to Hertfordshire, local outlets received tailored content that spoke their language – showcasing how schools in their communities were engaging with the Future Forests Toolkit and using immersive technology to teach climate literacy and inspire positive action.
While the toolkit originally launched at the BETT show in January, TMPR reignited interest in the story several months later by aligning regional outreach with World Environment Day in June – tapping into timely environmental conversations to boost media appetite and extend the story’s relevance.
Outcomes
By using World Environment Day as a catalyst to transform one national story into numerous regional stories, TMPR successfully extended the life and impact of Avantis’ innovative Future Forests Toolkit. The results speak for themselves:
- 36 pieces of media coverage, secured exclusively through regional media
- 58M audience reach across digital and print platforms
- Extended the campaign’s impact by tying into World Environment Day months after the initial BETT launch
- Built trust and visibility through hyper-local storytelling that connected with parents, teachers and communities – and helped turn a one-time launch into a sustained, impactful campaign
“This campaign really showed the value of targeted, thoughtful PR. TMPR didn’t just help us gain coverage – they helped us connect with the communities we care about most: schools, teachers and parents.”
“By localising the story and reflecting what was happening in real classrooms, they brought the Future Forests Toolkit to life in a way that felt relevant and meaningful. The regional strategy exceeded our expectations and proved just how powerful tailored storytelling can be.”
