OUR WORK

PUB18

Trade Show PR and Seminar Programme Content Curation

The Brief

  • To build on the success of the previous year and continue to raise the profile of The Pub Show
  • To help drive attendance of publicans, specifically from independent pubs, by raising awareness in trade media
  • Work closely alongside media partners to promote PUB18
  • Curate and deliver a stimulating and topical seminar programme across the show duration

FSC’s Response

  • Built on last year’s success to run an always-on, proactive and reactive press office
  • Implemented a series of news hooks and stories to drive awareness in key titles
  • Drafted insightful and informative advertorial copy
  • Utilised our industry contacts to create a standout panel programme, co-ordinated talks and hosted sessions
  • Executed an on-site press office, hosted influential media and supported exhibitors with on-stand sampling

The Results

  • A record-breaking number of visitors – over 4,000 across the show
  • 38 pieces of coverage achieved, including four dedicated editorials, with a reach of over 1,250,000 and ROI of 7:1
  • 70% of coverage featured a link, and over 50% of coverage included an image
  • 10 seminars across the two days with 40 industry experts and over 615 attendees
  • Strengthened relationships with senior industry figures

Wing Yip

Oriental Cookery Young Chef of the Year 2018

The Brief

  • To raise awareness and drive competition entries for Wing Yip’s annual Oriental Cookery Young Chef of the Year 2018.
  • To drive coverage for the Young Chef competition and profile the contestants.
  • Build momentum for the competition for coming years.

FSC’s Response

  • FSC communicated the competition to trade media to encourage entries from budding young chefs from across the nation.
  • FSC drafted press releases to announce the competition entry period as well as post competition announcing the winner, and targeted regional consumer announcements profiling the runner ups.
  • FSC hosted the competition in the day held at UCB and also attended the evening awards ceremony dinner where the winner and runner ups were revealed.
  • FSC documented the competition throughout the day via all social media channels including live video content.
  • FSC continue ongoing communications profiling the winner and showcase the wealth of opportunity the Wing Yip Young Chef competition has to offer all future competitors.

The Results

  • Profiling national cookery competition to key target media and elevating the competition
  • 38 pieces of coverage achieved in the lead up to the competition and post
  • 964,880 total reach achieved

Carlsberg

Carlsberg Spring Briefing 2018

The Brief

  • Create a media event for beer influencers, trade, key nationals and marketing press – the first Spring Briefing for Carlsberg UK
  • Present insight and share updates for Carlsberg UK brands for the coming year
  • Get the Carlsberg UK senior leadership out in force to showcase the passion and knowledge from within the business
  • Demonstrate progress against the business strategy, SAIL’22
  • Create an opportunity for multiple beer tastings

FSC’s Response

  • Designed an event to deliver multiple news hooks
  • Created bespoke key messaging media session with senior leadership team ahead of event
  • Incorporated creative style elements into every aspect of the event – incl. bespoke designed hop seed packets which were used as invitations

The Results

  • 18 journalists attended
  • 35 pieces of coverage achieved, with a reach of 2,322,879
  • Facilitated the seamless presentation of four senior Carlsberg executives
  • Successfully positioned Carlsberg UK as an industry insight and thought leader
  • Had seven different Carlsberg beer brands/variants sampled