Public Relations

Limelight through insight

PR isn't just about getting press coverage any more. It's about being a commercially effective part of the marketing communications mix.

It's about getting stand-out messages seen and heard within the most appropriate context. Sound familiar? That's because as part of a truly integrated Communications House, we use exactly the same strategic planning tools and creative briefing processes as our advertising colleagues.

We go beyond the long, traditional media lists to understand the triggers and the environment that will stimulate our target audiences to have a positive reaction when they receive our messages.

This sort of focus not only means our clients get harder-working PR solutions, but it also makes us more accountable.

And when was the last time you came across a truly accountable PR agency?

To reinvigorate Ember Inns’ already successful ‘Drink Pink’ fundraising campaign for Against Breast Cancer (ABC), we implemented a variety of public and media relations tactics to increase brand visibility, engage customers to drive increased footfall, sales and fundraising totals.

In total the Drink Pink campaign achieved more than 100 pieces of coverage within national, regional, online, broadcast and trade press, resulting in more than 7.5 million opportunities to see and hear.

It also delivered more than 235,000 drink sales for the Ember Inns brand, whilst the combination of increased guest engagement and media interest resulted in us smashing our objective of a 40% year on year increase in fundraising, as the campaign raised a fantastic £54,177 for ABC - a staggering 55% increase on the 2008 total.

To boost awareness amongst SME's, we invited UK businesses to switch off unnecessary items over a Bank Holiday. To show the saving in emissions this could make, we placed a replica tonne of CO2 in the key business districts. This generated £1.5 million of free media and put nPower at the heart of the business energy debate.

By motivating runners and fans, our male cheerleader group increased awareness of NIVEA's sponsorship of Cancer Research UK's Race for Life. The buzz they created built a stronger emotional engagement with the brand and led to press coverage worth £1 million. Over 22 million were exposed to this, sending people to our website to sign up and donate.

The world's no.1 marker pen had limited brand awareness in the UK. Until we revealed its new face - Mr David Beckham. Clever teaser activity built intrigue while the nation's autograph hunters linked the product to the celeb. Follow up media tours, product placement and sampling activities, ensured the product stayed firmly in the limelight.