2016 a PR year to remember
Public relations is never dull! But a combination of new client wins, hugely-successful sustained traditional media campaigns and high-profile fun ones all contributed to 2016 being a Polymedia year to remember.
First came a successful pitch to work with Dutch airline KLM. A fiercely-competitive pitch against a line-up of London and regionally-based agencies, our consumer team secured an integrated marketing, media, social media and broadcast public relations campaign to announce KLM’s new world routes from Southampton Airport.
The campaign was all about creating buzz around the KLM brand and this new offering. The demanding brief was to deliver a fun, high-profile, high-impact, fully-integrated campaign on the theme of #SOclose2U (SOU being the Southampton airport IATA code) – totally on brand with the airline’s messages.
First came a guerrilla-style stunt. In a three-day campaign in partnership with Wave 105 and key local papers, giant 30′ letters appeared across the region. Initially, the campaign focused on the mystery of the letters. These were IATA airport codes – but in isolation Dubai’s DBX didn’t mean much to the public. On day three came the reveal of the huge letters KLM and the appearance of literally hundreds of baby KLM letters on lampposts, fences, postboxes and hedges across Portsmouth, Southampton and Bournemouth. The mystery campaign then transformed into a social media competition, with consumers challenged to take a selfie with the letters for their chance to win KLM flights.
The marketing activity was followed by a reveal in print, online and on radio and the next stage saw giant “code cracker” machines, developed by Polymedia, placed in shopping centres in the region to give shoppers the chance to win flights to Amsterdam and Dubai.
November saw the consumer launch of the inaugural New Forest Food and Drink Festival, combining social media and media public relations campaign that reached national audiences through coverage in The Times, Daily Telegraph, The Sun, Sunday Telegraph, Olive magazine and Waitrose and Sainsbury’s magazines.
Three other key consumer, tourism and travel PR appointments
Also in tourism and travel, the prestigious hotel Careys Manor and its sister business The Montagu Arms enlisted Polymedia to develop and carry out an ongoing public relations campaign, which takes in national and regional media.
In the year that it was relaunched after a multi-million-pound revamp, the Mary Rose Museum instructed us to help with an ongoing campaign to raise awareness of the museum’s capabilities as a venue for weddings and corporate events.
PR and global web development in support of construction and related industries
In February, Polymedia delivered a new global website for international pump sales company Selwood, also the UK’s largest pump rental hire business. The website was the first stage in an ongoing content-led public relations campaign for Selwood, which in 2016 was celebrating its 70th year in business.
Meanwhile, groundworks business, Tithegrove, established in Wiltshire but expanding into Hampshire, attracted a huge response from the local community and an impressive reach through the regional press and on social media with a brand positioning and recruitment drive.
Every major national and stunning ROI for professional services law firm, Blake Morgan
Meanwhile, the B2B team continued its long-standing relationship with the law firm Blake Morgan, hitting every major national newspaper in a campaign that generated more than 1,000 pieces of coverage across national, regional and specialist press.
The year ended on a high, as a campaign for Blake Morgan’s claims specialists, BL Claims Solicitors, reached more than 100 publications, including key target national titles.
Ending on a high with another consumer PR client
2016 ended on a high as we were appointed to develop and implement a strategic consumer public relations campaign for Shorefield Holidays.
Specialists in domestic tourism and travel, 2017 will see us focus on raising awareness of Shorefield’s six holiday parks in Hampshire and Dorset among a regional and national audience. It’s the latest in a string of successes which made 2016 one of Polymedia’s most memorable years.