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PORTFOLIO

CHRISTMAS GIFTING

Brands: Disney, Warner Brothers, John Adams and Vivid via Norton PR. 

 

Brief: Generate coverage across British national print and online platforms in 2018 and 2019.

 

Approach: 

· Specialist family and toy communications agency, Norton PR supplied a look book containing the top 40 toys, their associated retailers and RRPs 

· Cultivated strong relationships with gift guiding editors

· Hit the phones daily for maximum coverage

· Responded to news alerts

 

Results:

· 2019 saw 322 pieces of coverage in publications including Heat, The Sun, Daily Star and Daily Mirror to name but a few.

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BLACK TOWER WINE

Brand: Black Tower Wine via Pico Communication. 

 

Brief: Support NPD and multi-year sponsorship of Tough Mudder. 

 

Approach: 

· Black Tower Mudder Tribes led by celebrities and influencers, ran at each regional event

· A celebrity ambassador promoted the Tough Mudder sponsorship and limited edition bottles in a series of interviews

·Scheduled a series of competitions to win wine and Tough Mudder tickets across target publications to coincide with each regional event

· Oversaw the production of filming and photography which furnished social media manager with content to promote the sponsorship between March and October

· Launched the Deliciously Light range in trade and consumer media

· Organised for it to be evaluated for Slimming World SYNs

· Created a campaign with Slimming World influencers which led to reviews, food and wine pairings and competitions, emphasising low SYN count

·  Placed and wrote trade adverts on Black Towers low alcohol offering

· Launched seasonal dressed bottles

· Secured weekly food and wine pairing columns in MyWeekly (UK) and Woman's Way (Ireland)

 

Results:

· 2017 - 2018: KPIs (58) v coverage achieved (280)

· 2018 - 2019: KPIs (58) v coverage achieved (185)

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1/18

JAPONESQUE

Brand: Japonesque professional makeup and accessories. 

 

Brief: To launch Japonesque on British shores.

 

Approach: 

· Built a groundswell among beauty bloggers and ‘the new breed of celebrities’ on YouTube 

· Cultivated strong relationships with makeup artists who would mention the brand in beauty interviews

· Created tons of beautifully designed content for social channels

· Built and nurtured a highly engaged social community 

· Hired a celebrity to introduce the brand to traditional media

· Targeted beauty news, reviews, features and stories in traditional media

 

Results:

· Within a year, the brand was averaging 80 pieces of coverage per month

· Distribution widened from Boots and Amazon to also take in Harvey Nichols, Space NK, ASOS, HQHair.comLookfantastic.com, QVC and more

· Won a Pure Beauty Award for the launch of the ‘Safari’ brush

· This previously unknown brand was dubbed “iconic” by a number of well-known bloggers and vloggers

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DR WYMAN CHAN

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Brand: Dr Wyman Chan, Harley Street dentist turned

tooth-whitening mogul.

 

Brief: Dr Wyman Chan’s objective was to franchise his name in China, but to be credible there; he would need British press coverage and an army of celebrity fans. In addition, Dr Wyman Chan wanted to generate bookings for his clinic in Central London. 

 

Approach: Bread and butter traditional PR combined with a sustained programme of celebrity endorsement.

 

Results:

· From Sarah Gove to Sali Hughes, hundreds of reviews and news pieces were generated

· Dr Wyman Chan featured on TV shows including Fake Britain and The One Show and radio shows such as 5 Live (all BBC)

· He was named official sponsor of ITV1’s X Factor and Sky Living’s Britain’s Next Top Model

· Generated free celebrity endorsement with stars including Nicole Scherzinger, Rebel Wilson, Jessie J, Girls Aloud, The Saturdays and many more

· His home power whitening invention, Get2Smile won a Harper’s Bazaar award for ‘best teeth whitener’

· Dr Wyman Chan is now a rip-roaring success in China

1/21

Bigger Than Cheryl (Sky Living):

Dr Wyman Chan gives Cheryl wannabes a smile makeover.

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1/10

THE GRAPE ESCAPE

Brand: The Grape Escape, Discovery Real Time

 

Brief:

· To generate solid ratings for this flagship series about a man who risked everything to follow his dream of owning a wine estate in South Africa

· To boost interest in buying the series from channels worldwide

· To publicise its launch in each territory, starting with the UK

· To secure a British distribution deal for the wine brand 

· To promote the wine estate as a tourist destination as well as the wine brand itself

 

Approach:

· Launch event in London to introduce the show to relevant media

· Event in Cannes to secure international distribution for the programme

· Official unveiling of the estate, which boasted a restaurant with a Michelin-starred chef and the largest jungle gym in the Western Cape

· Various food and wine matching events in London and South Africa

· Press trips to South Africa for key national and international journalists

· Used Wine Relief as a platform to launch the wine brand in-store and then promoted it at major trade shows

 

Results:

· The show was syndicated to Ireland, South Africa, Australia and New Zealand

· International coverage spanned news, features, TV, travel, food and drink and generic product pages

· The star was interviewed on TV and radio shows, as well as in newspapers and magazines around the world

· The wine estate became a leading tourist destination in the Western Cape

· Secured a distribution deal with Sainsbury’s. The wine brand was named ‘category leader’ within three months on shelf