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Jack Daniels
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Southern Comfort
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Rosemount
The Challenge
Build on Rosemount’s positioning as a fresh and stylish wine to own the category of ‘Taste’Audience Insight
Aspirational wine drinkers who are looking for a new dimension in tasteThe idea
Create and launch the first ever Rosemount Taste Awards, to celebrate the very best in fresh and stylish living by rewarding the ‘new’ and creative’ people in the worlds of cuisine and design
The delivery
The PR campaign spanned the four phases of the awards – from recruiting the ambassadors through to driving votes, maintaining momentum and profiling winners. PR tactics included ‘Taste Kit’ competitions in lifestyle press, arranging a Jo Pratt book signing at BBC Good Food Show, dedicated media relations and event collaborations. We also utilised the winners of the Awards as brand Ambassadors to breathe further life and longevity into the campaignThe results
Over 55,000 votes cast on the dedicated microsite over a 3 month period
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Jamie Oliver Kitchen Products
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Robinsons
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Southampton Boat Show
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T H March
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Alltech
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Meaningful Beauty Cindy Crawford
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BENEO Group
The Challenge
Communicate the complex nature of the BENEO Group’s business structure, ingredients portfolio’s technological & nutritional benefits, whilst also addressing and industry and regulatory issues as part of our ongoing dialogueAudience Insight
Food and drink manufacturers who are interested in NPD and in particular functional ingredients with sound scientific credentialsThe idea
Tactical media projects that deliver thought leadership editorial with the added support of 3rd party organisations to add credibility to our stanceThe delivery
Cementing unrivalled relationships with the media has allowed us to develop high profile online and print exposure that guarantees the BENEO Group and their associated business units maintain high visibility within their core sectors and are recognised as industry leadersThe results
Set-up industry’s first prebiotic roundtable and secured attendance of relevant linked organisations to join the debate. Our relationships with the media in this sector produces results that include: 38 face-2-face meetings at HIE, participation in industry vodcasts and regular coverage in key publications
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Britvic
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Build-a-Bear Workshop
The Challenge
Build-A-Bear Workshop partnered up with Children in Need in 2008 and developed a limited edition Pudsey Bear and Children in Need ‘Tiny Tee’ to raise funds. The PR campaign needed to use a combination of national product placement and regional profiling of the stores in order to drive footfall and purchase, as well as generating widespread brand awarenessAudience Insight
Gatekeeper mums facing enormous pester power and new products and brands appearing in high street stores every week
The idea
Our campaign needed to drive footfall and ultimately raise funds for the charity. The programme focused on product placement on a national level and consumer engagement on a local level.The delivery
A series of ‘Pudsey drops’ took place to key national media and we staged a series of ‘Pudsey Parties’ for children in shopping centres around the UK during October half term. With a new store opening in Westfield the week prior to the telethon, Publicasity ensured the Pudsey bears were seen by celebrities including Gary Lineker, Mary Portas and even Boris Johnson, Local children were invited in store to ‘stuff Pudsey bears with Hugs’ and Publicasity recruited Clare Nasir to hand over 50 bears to a local charity project
The results
The PR campaign delivered 81 pieces of coverage, 49.8million OTS and an AVE of £339,240. Nearly £70,000 was raised for the charity.
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British Chiropractic Association
The Challenge
Use the British Chiropractic Awareness Week to encourage consumers to adopt a simple three minute exercise as part of their daily routineAudience Insight
Consumers all too unaware of the prevalence of back pain and the dangers of bad postureThe idea
Develop an integrated interactive campaign to capture the nation’s attention using different influential consumer touch points
The delivery
Created a series of ‘flash events’ to bring the campaign to life all supported by an online webcast, radio interviews, leaflet downloads and national and regional media campaignThe results
Over 100,00 leaflets requests and downloads, nearly 50,000 webcast viewings and hits to the website increasing by over 50% during the week long campaign. Media also delivered strong results spanning national, regional print and broadcast media, with an audience reach of 55 million people in the UK
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Brewers
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Cole & Mason
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Wincanton
The Challenge
To build Wincanton’s profile as one of the UK’s leading supply chain businessesAudience insight
FDs and MDs who are looking for partners that are going to add long-term value to their businessThe idea
A multi-faceted campaign to allow Wincanton to demonstrate their credentials and individual business approach to each business unitThe delivery
Utilising business unit initiatives we created news hooks to ensure that Wincanton were seen to be involved with or leading the debate whether that be related to industry issues, community initiatives, business solutions in new and existing sectors, CSR projects and industry and government lobbyingThe results
Our activities not only generated extensive trade, national, online and broadcast coverage but directly resulted in sales leads including: Argos, Matalan and B&Q
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Lurpak
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Hamelin Paperbrands
The Challenge
Continually re-enforce the value of branded stationery products over the competitively priced own label products by communicating the brand and product values of the Oxford range of notebooks, diaries and envelopes from Hamelin Paperbrands (formerly John Dickinson Stationery)Audience Insight
Purchasers and end users who are under increasing pressure to minimise costs in the workplaceThe idea
Develop and implement initiatives that will engage and interest the media and ultimately their readers, highlighting the significance and business benefits of selling and using branded stationery productsThe delivery
Specific targeting of stationery purchasers and end-users within the workplace including attendance at Times Crème and Spicers SOS, achieving Business Superbrand status, charitable link-ups with NSPCC and BCAM, industry roundtables with key media partners to demonstrate thought and industry leadership, and the consistent release and coverage of brand newsThe results
Continual dialogue with its key target audiences, contributes to Hamelin Paperbrands and its portfolio of Oxford products which includes Black n’Red notebooks remaining the No.1 branded stationery supplier in the UK
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Capital Safety
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Wallpaper Direct
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Kia
The Challenge
PR was tasked with the sales launch of the new ‘urban crossover’ Kia car, prior to the major advertising kicking inAudience insight
‘Young-at-heart’ consumer aged 20-35, living in a metropolitan area and would consider buying a Mini CooperThe idea
Move away from the traditional ‘car launch’ strategy, in favour of doing something different that would directly reach the urban audience, stand out in a strong visual way to generate cut through, and at the same time support the dealers at a sales levelThe delivery
Create and execute the Kia Graffti Art Campaign
1. Appointed a group of graffiti artists to create six large scale unique works of graffiti in six UK cities
2. The works featured a branded URL as the only call to action which directed visitors to a dedicated micro site
3. To drive footfall commissioned the UK’s largest clean ad campaigns with over 650 stencils laid down
4. To drive data capture on the micro site, visitors were incentivised with a competition to win a carThe results
Kia sold 600 Souls before it hit the forecourts on March 1 and crucially before any other marketing had started. Over 11,000 people visited the microsite and 5,000+ entered the competition
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Ken Hom
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Lindt
The Challenge
Six weeks prior to Easter, the Lindt Gold Bunny was on a mission to raise much needed funds and talkability for ChildLine, by capitalising on the Easter joy the iconic gold bunny gives children all around the worldAudience Insight
Gatekeeper parentsThe idea
Generate mass awareness and excitement through creative execution of an Easter campaign, raising awareness of the brand and driving volume and sales in the UK during the Easter school holidays. The activity would be promoted through a high profile media campaign (PR not advertising)The delivery
With the help of the famous Swiss light artist Gerry Hoftsetter and the iconic London Eye, the Lindt Gold Bunny took over the Southbank in aid of ChildLine. Gerry Hoftsetter, projected the ‘worlds first’ projection of a children’s story onto London’s Shell Building every evening for two weeks. On the ground, the projection was brought to life with a Lindt Wonderland with face painters, Master Chocaltiers on stilts giving away mini gold bunnies and a giant ChildLine phone that rung every time money was donated
The results
During the two week campaign, the PR element of the activity reached an audience in excess of 1.25 million achieving 48 pieces of coverage across TV, print, and online. In addition over £18,000 was raised from public donations to the giant telephone
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Twiglets
The Challenge
To engage the media community with the Twiglets 80th Birthday and “healthy snack alternative” message to gain editorial coverage whilst driving re-appraisal, relevance and modernity of TwigletsAudience Insight
Target 25-45 health conscious females through lifestyle and
health mediaThe idea
Use a mix of controlled mechanics, including advertorials,
competitions and money-off coupons in key health and lifestyle media to complement a hard working press officeThe delivery
1. Conduct an attention grabbing Healthy Light Lunch media tour visiting key food and lifestyle journalists
2. Use Twiglets’ 80th Birthday as a media hook to get on to non-foodie pages or websites
3. Target influencers i.e. Rosemary Conley & Weight WatchersThe results
Coverage was received across food, health and lifestyle media equating to 10,531,560 opportunities for the public to read about Twiglets. This campaign has helped keep the brand in double digit-growth
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Loewe
The Challenge
As a long-term client of Publicasity, a core part of our brief is to manage the brands products reviews programme to secure test reviews in key tech titles
Audience Insight
Tech enthusiasts and high net-worth individuals with propensity to purchase
The idea
Develop an agreed product review programme across all products and ensure any potential issues are observed and addressed prior to publication to guarantee accurate and fair coverage is generated.The delivery
Maintain and further develop direct relationships with tech reviewers to fully educate them on what the ‘Loewe experience’ entails versus that of competitor products. Through our in-depth knowledge of the Loewe portfolio, Publicasity is able to talk comprehensively about all design and technical aspects of the productsThe results
Since implementation of this programme, over 95% of product reviews have been highly favourable of the products and accurately reported. Where the ‘star rating’ system applies, Loewe consistently receives a minimum of 4/5 stars
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Travis Perkins
The Challenge
To support Travis Perkins and its 6 core brands at a local level to drive footfall and sales for the 1,500 local branchesAudience Insight
From independent builders to large contractors, why trade at Travis Perkins rather than one of their competitors?The idea
Support local branches by building their profile in the local media putting particular emphasis where possible on their environmental credentials
The delivery
Create national new stories that have a regional spin and drive coverage at a local levelThe results
The 2008 campaign reached of over 77 million people equating to 0.001p per person reached
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London Air Ambulance
The Challenge
Raise awareness of the London Air Ambulance and the service it provides and communicate how the LAA relies on charitable funding with the objective of generating charitable donations for the services – as well as recruit fundraising volunteersAudience Insight
Londoners acutely unaware of the impact the life-saving service has on saving lives in the CapitalThe idea
Create emotional engagement that will resonate with our target audience
The delivery
Sold in news stories including stats about the number of cases the LAA treats each day, profiling the people behind the services from pilots and consultants to patients and their families.The results
LAA donations increased significantly as a direct result of our campaign and the additional funds enabled LAA to launch a new 24-hr weekend service, resulting in a 29% increase in capacity.A one-hour TV documentary on BBC1 (sold in and managed by Publicasity) on the service was produced and aired, attracting over 2.38 million viewers; the most highly viewed programme at 10.30pm on 1 June 2009
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London Boat Show
The Challenge
Drive footfall to London and Southampton Boat Shows by broadening the audience appeal and attracting new visitors, whilst keeping messaging in tune with existing audiencesAudience insight
The typically not–as-nautical and hardcore boating enthusiastsThe idea
Leverage the Show build-up process (boat-lifting) to engage with existing audiences whilst using the power of celebrity to drive interest from new consumersThe delivery
Exploit every line of media open to us within the sailing and non-sailing arenas with photocalls, interviews, previews, promotions, diary date pages, outside broadcasts, show reviews, Twitter, blogs .. the list goes onThe results
Over 110,000 visitors visited the London Boat Show over its 10 day duration and generated over 600 pieces of print, online and broadcast coverage
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Lutron
The Challenge
Find solution to filling delegate places on Lutron’s Earn & Learn training scheme, teaching electricians how to install Lutron’s new domestic lighting range, with the overall objective of driving sales
Audience insight
Traditionally, electricians are reticent about sacrificing their time to go on training schemes when they could be working and earning money
The idea
Focus our communications on highlighting the profit potential electricians would benefit from by fitting Lutron dimmers rather than traditional light switchesThe delivery
Teamed up with leading industry publications to offer their readers free places on Lutron’s Earn & Learn scheme, communicating how attendance on the course would offer long-term financial rewards
The results
Our activity resulted in 169% increase in attendance for the Earn & Learn sessions and saw numbers grow from an average of 13 to 35 attendees on each course.Eight percent of attendees responded directly as a result of the PR campaigns, using either reservation forms from the magazine or calling as a direct result of reading the editorial.
Ten percent of those trained made direct sales enquiries and Lutron saw sales of of the consumer dimming range increase by 300% during the campaign durations
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Hula Hoops
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Tango
The Challenge
Celebrate and bring to life Yahoo! as the provider of brilliant experiences on the web and in real lifeAudience Insight
Yahoo! is reaching out to a new group of internet users, aged between 25 and 34. They are divided into three types of people; settlers, providers and socialitesThe idea
Create a real-life scenario that will bring to life and resonate with consumers young and old in celebration of Yahoo!’s Brilliant Things campaign
The delivery
Enlisted the services of Nicola McLean, David van Day and Timmy Mallett for their first reunion since appearing on I’m a Celebrity… where they rekindled their tempestuous on-screen relationships in a totally contrasting environment to the jungleThe results
Three very cold celebrities and a photocall resulting in widespread national and consumer lifestyle coverage including The Sun, Daily Star, Daily Mail, Heat and mentions on Radio 1, Radio 2, Heart FM and 1Xtra
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McVities
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J20
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Sheer Cover
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Loomis
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Omers
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Orlando
The Challenge
Having worked with the Orlando Convention Visitors Bureau for 9 years, our challenge is to ‘keep the magic alive’ by continually developing and re-invigorating new strategies that maintain interest and drive bookingsAudience Insight
Capture the imagination of existing family audiences and attract new ones as the competition for holiday destinations continues to growThe idea
Generate destination visibility to the family masses through media coverage and travel agents’ network
The delivery
An intense programme of media relations includes group and individual fam trips (journalists and travel agents), feature placement, creative news generation tactics and strategic media promotions with key broadcast programmes including GMTVThe results
We have reached over 75 million people on an annual basis through the enhancement of our relationships with key partners in Orlando (Disney, Universal and Seaworld), travel operators and the media
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Pepsi Max
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Phileas Fogg
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Warburtons
The Challenge
Help to maintain Warburtons No.1 position in the bread sectorAudience Insight
Retail buyers, analysts and grocery trade pressThe idea
Publish an impartial market report, written and developed by Publicasity to communicate Warburtons size, expertise and capabilities within the bakery category
The delivery
Drafted 50+ page report which is xxxThe results
Publicasity created the industry’s first ever Bakery Category Review which has become the ‘bible’ for the industry and helped Warburtons secure Category Captaincy in Asda, listings in Waitrose and influence national distribution in Tesco.The 6th edition of the report is soon to been released
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Robinsons Fruit Shoot
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Skittles
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Smeg
The Challenge
Increase awareness and understanding of these already popular household appliances, whilst making them synonymous with style and functionAudience Insight
Keen cooks who love their home and are looking for appliances that blend style with cutting edge technologyThe idea
Re-engage with target consumer and create renewed interest in the brand via high profile, targeted media campaignThe delivery
Driving proactive coverage to ensure SMEG were seen and read about in all the right places at all the right times in consumer-lifestyle, fashion, style and trade mediaThe results
During the first three months of our campaign, we delivered in excess of £100k of coverage as well as product placement on TV adverts and shows including Jamie Oliver, Gordon Ramsey’s Cookalong Live, The Apprentice and Nigella’s Christmas Kitchen
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Starburst
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United Biscuits
The Challenge
Ease the pressure on day-to-day client contact by establishing close relationships with a number of internal stakeholders including brand managers, the category division, health & nutrition experts and corporate affairsAudience Insight
It is very hard to build relationships with United Biscuits personnel over the phone and email, it has to be achieved through face-to-face contactThe idea
Be available on site when client or other UB personnel need usThe delivery
Set up a regular 1-2 day a week secondment at UB head office to help establish links with UB personnel. Attend bi-monthly team meetings with different divisions and distribute Internal Trade Communications newsletter to ensure all departments are aware of activity and Publicasity’s capabilitiesThe results
Establishing close working relationships with other personnel at UB has freed up day-to-day contact’s time and given him confidence that we work independently during busy times
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Wrigley
The Challenge
To stave off the recently launched chewing gum brand, Trident. Ensure trade journalists see Wrigley as the Mouth Freshening Experts to limit Trident trade press coverageAudience Insight
Independent retailers who have limited space to stock mouth freshening products so require category leading adviceThe idea
Devise a integrated trade communications campaign that includes creative product launches, a proactive press office, direct to retailer activities, bespoke print projects, awards and sponsorships and an impactful advertising campaign throughout the year
The delivery
Use Publicasity’s strong relationship with the trade press to leverage increased share of voice over the competition and ensure Wrigley’s key trade messages are read by the retailing community again and againThe results
After reaching an initial launch share of 15%, Trident now has a less than 5% share within the impulse channel. Wrigley remains the voice of authority on mint and gum
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Victorinox
The Challenge
Gain a greater share of voice across all lifestyle aspects of the brand vs that of their competitors for this relatively new brand in the UK of luggage, timepieces, pocket-tools, professional knives and fashion ready-to-wear rangeAudience Insight
Ambitious professionals looking for luxury combined with practicalityThe idea
Ensure the store opening and its products receive media exposure that demonstrates the brand’s Swiss quality, heritage and iconic style
The delivery
Secured media exposure across all areas of this lifestyle brand’s portfolio pre, during and post store opening to create ongoing hype and a personality for the brand in the UKThe results
London store opening in Bond Street attracted celebrities including: Konnie Huq, Matthew Pinsent CBE, Jodie Kidd, with the value of press exposure exceeding £110k in key publications for the brand including: Lux, GQ, Wallpaper, Esquire, Hapers Bazaar, Observer Woman’s Monthly.For every £1 spent on PR 2454 consumers were reached
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proactiv
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Zolfo Cooper