PR case studies
SIG Roofing - Britain's Best Cafe
BRIEF: To raise awareness of the SIG brand in the roofing contractor community
RESPONSE: Britain's Best Cafe was a PR initiative to reach contractors in the UK roofing trade. What better place to reach them than via their favourite cafe?
The campaign commenced with a programme to recruit cafes via PR and direct mail.
The registered cafes were then supported with a full point of sale kit and localised PR support. Various promotions were executed during the voting period including social media campaigns and promotions, radio and TV interviews and a flash mob on our YouTube channel. A dedicated website was built to promote the campaign and manage the voting process.
The programme culminated in an awards lunch at the prestigious London venue, 'The Brewery' in Chiswell street where the winning cafe was awarded the prize of a 5 day trip to New York.
BRIEF: To create SEO friendly content for industrial adhesives distributor Techsil
RESPONSE: We took existing webpage content and rewrote it using a copy template we devised. The resulting content had a consistent tone of voice and a structured layout for the information. We also carried out some keyword research to ensure the copy fulfilled its search potential.
Huntsman Advanced Materials GmbH – Araldite Digitalis/Creaxia Launch
BRIEF: Showcase revolutionary rapid manufacturing technology in its first commercial environment and generate positive press coverage.
RESPONSE: Tregartha Dinnie organised a press conference for the roll-out of Araldite Digitalis, a unique and innovative approach to rapid manufacturing, in its first ever commercial environment at Creaxia Produxia's offices in France. Over a four month period, the agency targeted key French business, technology, design, local, regional and international media, extending the opportunity for attending French media to interview members of Huntsman's and Creaxia's senior spokespeople.
The account handling team managed all the media enquiries and sector specific press releases were developed then included in CD-Rom press packs containing technical diagrams, graphs and background information.
Post launch follow up activities were undertaken with all non-attending media in the international and European sector specific press immediately after the event.
The media campaign provided excellent press coverage, reinforcing Huntsman's position as a market leader and extending the reach into new markets with coverage in a number of French design and lifestyle publications.
Ontime Automotive – feature placements
BRIEF: Secure regular coverage in quarterly international employee magazine to build awareness of client’s positioning within the corporate group.
RESPONSE: Liaised with the magazine’s South African based editorial team to meet their editorial schedules with articles tailored to the publication’s specific themes and our client’s own activities.
tesa – PR for tesacohesion®
BRIEF: Generate media coverage for tesacohesion® customer care programme and its four guiding principles – People, Processes, Products and Performance.
RESPONSE: Ongoing media relations campaign across trade, business, local press and key vertical sectors (architecture, design, building supply, construction and signage, transport and logistics, furniture, printing and packaging) comprising the following materials:
- Industry opinion pieces
- New product launch releases
- Technical articles
- Product range releases
- Corporate releases
Excellent results have been achieved within business-solution focused coverage that succeeds in seeding the 4 P’s and raising awareness of the added value that tesa offers its customers.
tesacohesion® represented a key focus in the PR programme for 2012 and was referred to in more than 75% of press releases issued.
At the end of the year, Tregartha Dinnie had generated 3,784 column centimetres, equating to over 50 full pages of coverage.
tesa UK – Media relations
BRIEF: To secure dedicated and constant tesa editorial in selected trade and professional publications across the entire product range.
RESPONSE: On-going media campaign across adhesive and key vertical sector press (automotive, print, construction, engineering, electronics, logistics) comprising:
- Product range/development press releases and case studies
- Technical articles
- Research projects
- Industry opinion pieces
South Staffordshire College – Portraits for Posterity
BRIEF: Generate media coverage for key art exhibition.
RESPONSE: Tregartha Dinnie's PR team created the media 'buzz' around the exhibition over a two month period. We targeted a list of local, business and broadcast media and extended invitations to attend the exhibition and interview survivors of the Holocaust who featured in the portraits.
The Tregartha Dinnie PR account team handled all media enquires and activities on-site, co-ordinating interviews, access for camera crews/ reporters and overseeing the main exhibition. Journalists were also given information containing the details of all speakers and background information on the survivors' testimony.
Follow-ups were made to all attending media, ensuring they had the required information and images to prepare their coverage and a full press release was issued to other local, business and broadcast media who were unable to attend on the day.
The media campaign provided excellent coverage, in both print and broadcast media, positioning the College as a progressive student environment with a well resources arts and media campus at Lichfield.
South Staffordshire College – MP's visit
BRIEF: Organise, handle and control press media relations and output for a ministerial visit.
RESPONSE: Tregartha Dinnie orchestrated the media involvement including press interview, live radio interview and recorded material for TV news broadcast.
South Staffordshire College – Press and Broadcast Media
BRIEF: To support the internal communications programme and develop an external relations/outfacing media relations programme to include print and broadcast media.
RESPONSE: The agency established key positioning messages for target audiences and implemented a rolling PR programme to include national and trade education media, regional TV, radio, consumer/ lifestyle press and vertical sector media.
Huntsman, Pescoralo – PR
BRIEF: Support and promote development partnership with Le Mans Race team.
RESPONSE: Pan-European media relations campaign to launch and follow on going development programme for a new Le Mans race car. This comprised:
- partnership announcement to engineering and motor racing press
- technical article on car development and component testing
- launch release on new car trials
- photo story announcement on car’s performance at Le Mans in June 2007
Huntsman – Media relations
BRIEF: Multi-lingual brand media relations campaign.
RESPONSE: On going press relations programme across engineering and key vertical sector press (automotive; aerospace; marine; medical and energy generation), comprising:
- product range press releases
- technical articles industry
- opinion pieces
Drafted and issued to pan-European media by Tregartha Dinnie in English; German; French; Spanish, Italian and Dutch.
Results were on going year on year increase in media coverage over last five years.
Controlaccount Plc – Media relations
BRIEF: To raise awareness and build understanding of the brand across the company’s target market sectors and relevant decision makers.
RESPONSE: The agency defined key messages within corporate, product and services categories and developed a campaign driven by business solution-focused messaging. A steady stream of press releases on business successes, technological developments, case studies and opinion pieces were developed targeting key media at business, trade and vertical levels.
Huntsman Advanced Materials GmbH – Technology Event
BRIEF: Generate media coverage for key technology event.
RESPONSE: Tregartha Dinnie’s PR team managed the media relations for a two-day Technology Exchange Convention, targeting European business and technology trade media and assisting with arranging an exclusive press briefing with the company’s presidents on the first day of the event.
The Tregartha Dinnie account handling team handled all media enquires, covered the two-day conference and wrote up pre and post event press releases to send to the sector media. Journalists were also given information containing key details on advanced technology and sustainability throughout the convention.
Post convention, the account handling team contacted the media, ensuring they had the information and images to prepare their coverage, supplying a full press release which was issued to other European media as well as business and technology media.
The media campaign provided press coverage in print, which further established Huntsman’s commitment to a sustainable future within technology and manufacturing.