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 standout messages seen and heard within the most appropriate context. Sound familiar? That's because as part of a truly integrated Communications House offering here at McCann Erickson Bristol, we use exactly the same strategic planning tools and creative briefing processes as our advertising colleagues in Brand, Direct, B2B and Interactive.
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?
ReadyBed is a new all-in-one sleep solution. Our press launch campaign started four month's ahead of launch date to ensure long lead time. Glossy magazines were briefed through face-to-face media briefings, coupled with a sampling and competitions programme. Close work with the digital team also contributed to increased sales.
When Kohler launched in the UK, McCann's brief was to make an impact in the British bathroom market. We've built strong media relationships with trade, home, interior and lifestyle journalists. The brand is now widely recognised by UK consumers and journalists, with regular coverage in national press and lifestyle glossy magazines.
Tasked with reigniting one of the UK's favourite restaurant brands, we've played a pivotal role in promoting Beefeater as the 'home of chargrilling'. We created five liveried taxis in major UK cities, took Beefeater to the streets in top UK tourist destinations with the Festival of Fire and ran chargrill roadshows.
We handled the UK launch of the BRP Spyder in 2008. A bespoke microsite acted as an invitation to a trial day at Silverstone. We also ran an adrenalin-filled press trip in Switzerland and created overwhelming attention at the 2008 British Motor Show. The result? Outstanding coverage, tangible sales leads and fantastic reviews.