Everyone knows Butlin’s. Whether you yourself have fond memories of being there, or your parents and Grandparents have spoken about the good old times spent at the holiday camps – we are all familiar with the traditional English holiday resort.
This year, Butlin’s celebrated their 80th birthday. After Billy Butlin opened his first holiday camp in 1936 they became the quintessential British holiday – vowing to be fun ‘whatever the weather’ – they went from strength to strength and are still to this day a firm part of British culture.
So when we had the chance to work with Butlin’s for their 80th birthday, we were all delighted. This huge anniversary campaign consisted of interviews with radio stations all over the UK, online coverage which consisted of a video and an infographic and TV interviews.
Online coverage worked well within this campaign, as it was extremely visual. We decided to take the angle of ’80 Years of the Seaside Break’. We offered news outlets never seen before archive photographs from Butlin’s, along with an infographic, which displayed a timeline of traditional British holidays over the years. We also created a video, showcasing archive footage, and interviews with Dermot King and the Butlin’s Skegness Director, Chris Baron. Amazing coverage was seen on all of the major news outlets, including, the Mirror, the Mail Online, the Express, the Metro and Wales Online.
The TV interviews set up on our Butlin’s campaign showcased the popularity of Butlin’s across the UK. The coverage spread all over the country on seven local ITV news bulletins, including ITV West Country, ITV Yorkshire and ITV Meridian. Within these news bulletins, some of the reporters visited the camps – showing nostalgic footage from the holiday camps.
Anniversaries provide a great platform for campaigns like this. They work because they provide nostalgia that masses of people can relate to, creating good talking points. British brands, like Butlin’s, lend themselves well to this sort of campaign, as they are subjects that everyone across the UK can relate to, and celebrating them is the perfect opportunity to raise awareness.
If your brand has an upcoming anniversary and you are curious what we could do for you, feel free to get in touch at firstname.lastname@example.org or call us on 0207 158 0000.
The pleasure we derive from watching others cook is abundantly clear with the sheer volume of views that recipe videos get online. Take the ‘Tasty’ Facebook account as an example, they have over 50 million (!) followers and each video racks up millions of views and likes. The much loved ‘Saturday Kitchen’ even reached 3 million viewers at its peak.
Adding some personality into the mix can really spice things up though. Our most recent recipe video was for Ombar, the chocolate makers who use Raw Cacao and whose ingredients are naturally and organically sourced.
They teamed up with the nutritional health coach, food blogger and Sunday Times bestselling author Madeleine Shaw. Madeleine has a big following on social media and her advice is widely used and respected by lifestyle writers – giving us a great starting point. This combined with the ongoing ‘Vegan’ trend that has hit the UK in the past couple of years meant we were able to produce a topical and engaging recipe video.
The production was smoothly executed and the filming only took up half a day. A week later we had two short recipe videos as well as press releases to coincide. As we wanted the video to be short and snappy to ensure viewers wouldn’t switch off half way through, we needed to make sure Ombar’s messages were within the press release. We opted for a ‘Top 5’ informative piece on Raw Cacao and the health benefits it offered.
See for yourself and take two minutes to have a watch:
Not only did the team really enjoy working on the project but the results were exceeded expectations. Digital Relations were able to secure coverage on Standard Online, Red Online and The Express Online.
If you are intrigued by the idea of a recipe video for your brand of PR campaign then give us a call for a free consultation on 0207 158 0000, or email us at email@example.com .
The digital team reach out to websites everyday to provide the best quality digital coverage through media releases, high quality videos and infographics in order to earn our clients online presence. So, if you’re envisioning pale computer geeks making videos all day, think again. We’re creative, we’re enthusiastic and we produce quality editorial content which gains and maintains excellent online exposure.
Digital presence is becoming increasingly important. The internet is now the largest medium of communication and the primary way that people search for news (confirmed by Ofcom), free from the annoyance of a crumbling newspaper. So, the more instant news becomes, the greater the need for different and interesting content.
We cover every subject possible on the digital team. From parenting to property, travel to health, no stone is left unturned. However, from our vast knowledge of the web, business to business (B2B) seems to be the sector that really flourishes within digital media. Whether it’s a small business looking for in depth advice or industry professionals searching for all the latest news in their sector, these websites and stories are essential content.
But, why is B2B so popular within online media you ask? Well, in 2013, there were 4.9 million businesses in the UK and over 99% of these were small to medium enterprises, meaning the latest business information is widely sought after by a huge percentage of web surfers. So, even if the FTSE 100 does go straight over your head, or the increase in the need for big data specialists doesn’t faze you, business news affects us all. It’s a huge sector of interest, which means great content and coverage.
By now, you will be aware of awareness days and what they’re there to do. One in particular that really supports a business to business campaign is Small Business Advice Week (5th-11th Sept) that is owned by The Relations Group. Using this as a platform to bolster your businesses advice and guidance for our countries small and medium sized businesses creates a compelling news release. In 2015 we worked with some top dogs in different industries, ranging from Eventbrite to Royal Mail. The results speak for themselves:
From ‘Top 5’ to ‘Top 10’, these ‘Top *inserts number here*’ lists are becoming more and more popular within online news outlets
News is readily available 24/7 and competition is rife, so stories need to be short, snappy and concise. The list format is popular among ‘new-age’ journalists as it reflects their fast paced way of life. The content is easy consume for readers who are flicking through stories on their phone or tablet, but remains informing or entertaining.
Lists can cover a variety of different subjects; for example ’15 Things You Must Do In London as Recommended by a Londoner’ made its way onto the home page of the Metro who boast 25 million Monthly Unique Visitors because of their unique writing style. To contrast this – Money guru Martin Lewis of MoneySavingExpert.co.uk wrote ‘20 Things You Must Know to Boost Your Credit Score’ for the Telegraph. From serious to light-hearted to humorous – this style of article is suitable for a growing number of topics.
To demonstrate why this format is so successful, we’ve compiled a ‘Top 5 Reasons That Top 5 Lists Work So Well’...
Short & snappy
According to the Guardian*, over half (55%) of UK adults access their news content online. If you’re scrolling through a news article on your smart phone, chances are you don’t want heaps of text to plough through. Short, entertaining, and enlightening is what the future of online journalism holds in store.
Good for Social Media
Because we’re such a tech savvy bunch, news sites will tweet most of their stories - as social networks are predominantly becoming a major news source. People are more likely to click on a ‘Top 10...’ because they know that it isn’t going to be a big commitment to read the whole article, especially as this can be summarised in 140 characters.
Pictures, pictures, pictures
This sort of article is typically quite visual. Images are often used to accompany each point. Websites like Metro and BuzzFeed also love to put in gifs, vines and videos – particularly for comedic affect within their articles. This adds comedic value and creates an interactive element.
No publication would veto this format – the Mail Online, Guardian, Telegraph and The i wouldn’t, and even lifestyle websites like Cosmopolitan, Glamour and GQ wouldn’t. This format enables us to secure valuable online coverage with content we are proud of. They are especially well received by journalists on a strict deadline, as they are easy to adapt and edit.
More digital content needed!
If we think back to a time of no internet (the horror!) and newspapers were our only source of worldly events, ‘4 Sure Signs You’re Stuck in a Life Rut’ probably wouldn’t have graced the pages of the Guardian. With high demand for news content, a ‘Top 10’ can be a crafty follow on from a previous news story. For example, it was recently in the press that processed meat is linked to cancer, a couple of days later The Independent uploaded ‘5 Reasons a Vegetarian Diet is Good For You’ – this creates more clicks and online traffic for websites and more coverage for clients. Win win!
Digital PR coverage
At IMN we stride to form good relationships with radio presenters and create content that will appeal to them. For more information on how your business, or you can be involved please click here to get in contact or call us on 020 7717 9696 or email firstname.lastname@example.org.