OUR WORK

UK HOSPITALITY – CORONAVIRUS CRISIS MANAGEMENT

CHALLENGE

    Securing a meaningful and substantial package of economic support from the Government for the hospitality sector during the coronavirus crisis. We have worked with UKHospitality since its formation in 2018, and the relationship dates back to its predecessor body ALMR. In normal times, UKHospitality’s role is to speak to Government clearly with one voice to tell them what the industry needs. In abnormal times, that role becomes increasingly urgent and vital.

APPROACH

    We put in place a high-profile, proactive national campaign focusing on earned media and maximising opportunities across all channels. Our aim was to articulate and demonstrate, as frequently as possible, the value of hospitality to the UK economy, communities and national wellbeing, and why the sector requires specific support. A number of principles were used during the campaign, including a targeted approach, message discipline, amplifying the human story, leveraging data, saying thank you, and working at pace during a period of time that was so fast-moving. Our primary audience was (and continues to be) Government, MPs and officials.

Results

  • 4,534 pieces of coverage
  • Reach of 50m+
  • Coverage in 523 unique media titles including The Times, The Sunday Times, Financial Times, The Telegraph, Daily Mail, The Guardian, Yahoo! Finance, Mail Online, LBC, i News, Sunday Telegraph, The Caterer and The Morning Advertiser
  • 100+ TV interviews including BBC, ITV, Channel Four
  • Economic package and sector-specific measures has helped protect jobs and businesses

CARLSBERG - PROBABLY NOT THE BEST BEER IN THE WORLD

CHALLENGE

    Announce the launch of new Carlsberg Danish Pilsner, drive reappraisal of the brand and highlight a series of business ‘betterments’.

APPROACH

    We developed bespoke media outreach, created a launch event, delivered one-to-one interviews and briefings, landed mailers for product trial and produced video content. The activity was extended to also support the launch of the social and OOH ‘Probably Not the Best Beer’ marketing campaign.

The Results

    155 pieces of coverage
    Reach of 420m+
    38 targeted product in hand to influencers and media
    7 interviews
    ROI of 16:1

THE HAPPY PEAR - RECIPES FOR HAPPINESS

CHALLENGE

    Launch a new vegan range of ready to eat meals, driving awareness, excitement and consumer trial through media relations and sampling.

APPROACH

    We developed a bespoke three-month kick off media relations campaign focusing on national, consumer, retail trade and food influencers. We got product in the hands of the most influential journalists and organised consumer sampling activations in London, Brighton and Hove.

Results

  • 23 coverage articles
  • Reach of 110,588,957
  • Secured broadcast interviews for the founders on This Morning
  • ROI of 141:1

DIAGEO RESERVE - WORLD CLASS COMPETITION

CHALLENGE

    Drive awareness and encourage entries for Diageo Reserve’s annual World Class GB Bartender of the Year competition.

APPROACH

    We developed a bespoke media plan incorporating the announcement of the launch, competition stages and winner announcement and acted as key media hub throughout the competition. We also Invited and hosted key press and media partners to the final at Taste of London, working with all key media partners to secure coverage and drive awareness.

The Results

  • 38 pieces of coverage
  • Social reach of 1,375,271
  • Five interviews (to date) with the winner

WING YIP – YEAR OF THE DOG

CHALLENGE

    Leverage Chinese New Year to generate awareness of Wing Yip, generating excitement and engagement across social media platforms and drive footfall in stores and to the online shop.

APPROACH

    We devised a 360-degree campaign incorporating key initiatives, events, partnerships and competitions running alongside a proactive and reactive media and influencer engagement programme. A dedicated ‘Year of the Dog’ social media campaign ran in tandem across all platforms to complement media and consumer programmes.

Results

  • Twitter engagement increased by 190%
  • Instagram engagement increased by 160%
  • Facebook engagement increased by 70%
  • ROI of 45:1