Gold Award Winning CIPR PRide Campaign
Our Manchester and Edinburgh PR teams have their campaigns nominated for awards year in and out and they stand out as we don’t enter everything we do; we like to pick out the cream of the crop and highlight it as an example of our approach. Here’s one such example we thought you’d enjoy.
Award winning PR campaigns: Making world cup winners out of pets
The Client
Pets at Home is the UK’s leading pet retailer, and is now approaching 300 stores throughout the country, with plans to accelerate its growth dynamically in the coming years as the UK’s unique relationship with pets shows no signs of diminishing.
Challenge
Euro RSCG PR was briefed to raise awareness of Pets at Home’s World Cup 2010 themed accessories and implement a product placement campaign that would capitalise on the football frenzy that was sweeping the nation by securing opportunities with local and national media.
What we did
We undertook a comprehensive and hard-working media relations campaign with stand out, original photography that ensured Pets at Home’s World Cup product range received wide spread coverage across all media channels.
The PR plan focused heavily on an intensive press office function in order to raise awareness of the ranges and products and maximize product photography with the media. Sport and news contacts were strategically targeted by mailers, releases and product drops alongside a continuing pro-active press office, with the resulting coverage increasing sales in-stores of novelty, World Cup themed pet accessories
Results
The campaign met all of its stated objectives with Pets at Home’s World Cup products being featured in The Sun (x 2), The Times, Daily Mirror (x 3), The People, Daily Sport, FourFourTwo Magazine, The Observer, The Independent, theguardian.co.uk, BBC Something For The Weekend, Sky News, Jonathan Ross on Radio 2 and BBC Radio London.
Most importantly, the campaign had a direct impact on sales with Pets at Home’s annual results showing profits soared 36% to £54.2m with the ‘sale of 20,000 canine England shirts as well as footie themed beds’ contributing to this success. There is no better example of the power of PR than this.
Quality national and regional print and national broadcast coverage resulted in an AVE of £194,120 and a PR Value of £584,361.
The quality, creativity and originality of the photography played a large part in this and resulted in Euro RSCG PR UK winning a Gold Award for it at the annual IPR North West Awards late in 2010.