clients

Client and background:
Group Lotus is recognised the world over as a leading niche sports car brand. 

Challenge:
In 2008 Tribe MD Patrick Peal was asked to return on a temporary assignment to his former employer to direct the launch of the new Lotus Evora 2+2 and to provide strategic corporate PR advice.

Solution:
Patrick spent up to three days per week working at Hethel and around Europe leading and managing the launch programme for Lotus’ first all-new car in fifteen years. The task involved recruiting and directing specialist agency support for a major online campaign, events and supporting collateral, as well as working with and managing in-house staff to ensure the success of the global launch.

Results:
The launch campaign achieved more than 270 pieces of coverage and attracted 320,000 unique visitors to the microsite, over 12,000 of whom registered to receive further information. Ultimately orders were secured for a significant proportion of the first year’s production.

“Patrick came in at a critical time for this company and oversaw the delivery of an outstanding and award-winning campaign that exceeded the company’s high expectations. His experience, knowledge of the industry, the market and the key Lotus insiders was invaluable.”

Matthew Jones, Head of Marketing, Lotus Cars Ltd
 

Client and background:
Belgium based Bosal is the world’s largest privately-owned manufacturer of exhaust systems and components for the auto industry. It competes against global corporations to secure major Tier 1 supply contracts in the automotive and related industries

Challenge:
Our brief is to help Bosal ‘punch above its weight’ and emphasise its focus on delivering to customer needs and innovation.

Solution:
Tribe has delivered against a wide-ranging corporate and product PR brief for more than ten years, with retainer and project work covering global agency co-ordination, speech-writing, crisis communications, technology and auto industry media relations, media briefings, message development, media monitoring and text editing.

Results:
Bosal is now recognised as an innovator in emission control and exhaust system technology, with extensive coverage in key media in major markets.

“Tribe has always provided high quality and very responsive support in every aspect of the PR spectrum.”

Client and background:
Reef One designs and manufactures innovative products for the international aquatics market, including the biOrb and biUbe.

Challenge:
To manage media relations for existing products and to launch the new biOrb Life Collection, a unique, state-of-the-art aquarium, targeting the fish hobbyist and the style conscious.

Solution:
Tribe focused media relations activity on a carefully targeted list of national and glossy consumer titles plus key regionals to keep the feel of the product “exclusive”. We now specialise in high profile product placement, competitions and celebrity/designer gifting.

Results:
Tribe regularly secures national coverage. Editorial has appeared in The Times, The Telegraph and The Guardian. Products have appeared on X Factor, This Morning, Cowboy Builders, 60 Minute Makeover, Big Brother and The Wright Stuff. Aquariums are showcased at events such as the Finding Nemo premiere party. Samples have been donated to designers and celebrities such as Kevin McCloud, Laurence Llewellyn-Bowen, Oliver Heath, Linda Barker and Nick Knowles to ensure the products are talked about and used in media activity as much as possible.

"Tribe's extensive list of contacts within printed and TV media and their experience and passion for the biOrb series have made them an ideal partner for Reef One."

Client and background:
We have worked with the LSC, which plans and funds education and training for young people and adults, since 2003, helping to raise awareness of its services.

Challenge:
To demonstrate the benefits of gaining new skills and inspire people in the east of England to learn something new.

Solution:
We devised The Big Skill in 2008, working with the BBC to raise awareness of the benefits of learning and to reward people in Norfolk who were inspiring examples of achievements through learning. In 2009, it was expanded to take in seven counties in the east of England, running from January to June. We managed county-based launch events, day-long outdoor showcase events and awards evenings.

Results:
The 2009 launch events inspired more than 320 nominations for the award categories and 133 training providers took part in the showcase events. The campaign generated positive and inspiring coverage in 77 print and online titles, with a combined audience of more than 3 million.

“The high level of media relations activity generated by Tribe has been impressive. Together we have reached out to people across the east of England and dramatically increased awareness of learning through The Big Skill initiative.”

Val Cumberland, Head of Regional Marketing and Communications, LSC
 

Client and background:
The East of England Regional Assembly (EERA) promotes the economic, social and environmental well-being of the region and consists of elected members from the region’s local authorities and appointed community stakeholders.

Challenge:
We were retained by EERA from 2002 to 2008 to raise awareness and understanding of its work throughout the region.

Solution:
We acted as an extension to EERA’s in-house communications team, creating communications strategies and providing counsel. We operated a 24/7 press office handling sensitive issues diplomatically and deftly and undertook proactive media relations, distilling complicated issues to journalists.

Results:
Following the PR campaign on the public consultation on the draft East of England Plan, hits on EERA’s website increased seven-fold and EERA received four times as many responses to the consultation than expected.

“We relied on Band & Brown [Tribe] to build strong relationships with the media and communicate complicated issues in an accessible and timely way. Through their work on the EERA account, the general profile and importantly the recognition of the Assembly as an influential organisation has been significantly enhanced.”

Stephen Hinchley, senior communications officer at EERA
 

Client and background:
Shell Racing Solutions (SRS) produces fuels and lubricants worldwide for use in all forms of motorsport.

Challenge:
To position SRS as the premier supplier of racing fuels and lubricants for all major categories of motorsport worldwide.

Solution:
We delivered a multi-faceted campaign including research, website content and a media relations programme in the UK, USA and Europe. Our wide-ranging contacts in and experience of the motorsport industry and media proved invaluable, gaining insights and access that would otherwise be extremely difficult to secure.

Results:
As a direct result of the programme, Shell has made its voice heard in the rapidly increasing debate about alternative fuels and the role of motorsport in developing and promoting technical solutions, thus demonstrating its authority, experience and technical expertise.

“Band & Brown [Tribe] has a great understanding and passion for the motorsport industry as well as first-class professional skills. It’s a pleasure to work with them.”

Client and background:
STG Aerospace manufactures and supplies award-winning aircraft cabin safety systems to many of the world’s largest airlines. Its two key products are the market-leading SafTGlo aircraft emergency floorpath marking system, and WEPPS (Wireless Emergency Primary Power System) - a new generation power system for emergency lighting with a built-in wireless monitoring system.

Challenge:
To position the company and its innovative products at the forefront of the industry.

Solution:
We help identify news stories which showcase the company and its products, and handle product launches to get the best possible coverage.

Results:
We ensure STG Aerospace punches above its weight in the frequency, volume and reach of its media coverage. In April 2007 we managed the launch of its second product line, WEPPS, at concurrent trade shows on both sides of the Atlantic.

“Tribe has provided PR support and guidance for almost ten years, adding helpful insights into key messages and issues. Our global reputation has no doubt played a part in winning three Queen’s Awards.”

Client and background:
Auto Expressions is the brand name for an extensive range of car air fresheners produced by Shell Car Care International.

Challenge:
To undertake a consumer campaign to promote the Auto Expressions car air freshener brand.

Solution:
We conceived a “StinX Factor” promotional tour, visiting major retail centre car parks in cities across the UK, coupled with a media relations programme. Motorists were offered a free in-car valet in exchange for an analysis of their in-car smells by an eminent smell expert and the UK’s leading Simon Cowell look-alike.

Results:
Coverage appeared across key automotive and news websites, regional radio stations, regional print titles and on BBC Radio 2’s Steve Wright Show.

“The campaign … worked very well in building interest and awareness of the car air fresheners category, and by developing the fun aspect of 'smelly cars', they generated excitement"

Jane Kendall, European Marketing Delivery Manager, Shell Car Care International
 

Client and background:
Camelot Group plc is the licensed operator of The National Lottery and designs new games, markets lottery products, provides services for players and winners and runs the network that sells tickets through over 27,500 retailers UK-wide.

Challenge:
Winning big on the Lottery can be a life-changing experience which begins with a flurry of media interest.  Our challenge is to ensure that winners’ wishes regarding publicity are respected and that they are supported during press conferences and photo calls while helping the media get relevant information and interviews. 

Solution:
Our friendly yet professional approach helps build rapport with winners and gain their confidence.  This combined with our understanding of how the regional media works, their deadlines and what story angles they are likely to need helps us deliver excellent coverage which Camelot, the winners and the media are pleased with.

Results:
Fascinating human interest news stories, features and interviews with winners in print and broadcast media across the region.
 

Client and background:
Empire Cinemas is the UK’s largest privately owned cinema operator with a portfolio of 17 cinemas across the country.

Challenge:
Empire Cinemas wanted all cinema managers to deliver their own PR on a local level, so managers needed to be trained in PR, media relations and crisis communications.

Solution:
Tribe produced a bespoke PR toolkit for managers to deliver their own local PR. It included an introduction to PR and news stories, media relations techniques, PR tactics and crisis communications advice.

Results:
The PR toolkit was launched at a two-day workshop for 40 cinema managers. The toolkit included templates for press release templates, diary dates, media invitations and photography briefs which managers used when back at work.

“We were delighted with the input from Tribe, not only via the toolkit but in the way they brought it to life via presentations and break out sessions.”

Jon Nutton, Marketing Manager, Empire Cinemas
 

Client and background:
The Lavender House in Brundall is one of Norfolk’s finest restaurants, owned and run by chef Richard Hughes.

Challenge:
To generate national awareness of the restaurant and of Richard, targeting consumer and trade media.

Solution:
A variety of proactive media relations tactics were used including journalist reviews of the restaurant, editor meetings, features and competitions and reader offers.

Results:
We provided creative feature angles to magazines and secured Richard a slot on two TV food programmes.  The campaign won the Gold award in the Low Budget Campaign category at the East Anglia Chartered Institute of Public Relations Awards 2006/7.
Judges' comments included: “We were particularly impressed with the agency’s media outlet selection and extensive knowledge of a niche market. The quality of the coverage generated was particularly impressive.”

“Band & Brown [Tribe] launched an innovative campaign to highlight the strengths of The Lavender House, with a broad spectrum of coverage involved...The campaign has resulted in an increase of business, the benefits of which are ongoing.”

Richard Hughes, chef/proprietor, The Lavender House
 

Client and background:
Norfolk County Council is the local authority for Norfolk. It provides public services for people who live, work, do business or visit the county.

Challenge:
Norfolk has been the butt of comedians’ jokes for many years – but the fight back has started with World Class: Normal for Norfolk, a campaign to challenge misconceptions about the county by turning a derogatory phrase on its head.

Solution:
To get people talking about Norfolk by using social media, stunts and editorial coverage in consumer and trade media. People wearing What’s Normal? tee-shirts appeared on the fourth plinth in Trafalgar Square, and we have built on-line support using Twitter, Facebook, blogs and forums. Myths about Norfolk are busted in a light-hearted way by our online team and by entrants to our video competition. Features on world class Norfolk businesses are planned for trade and business media in the coming months.

Results:
The launch was covered by national media, including BBC Radio 4 and the Financial Times, and the debate around ‘Normal for Norfolk’ keeps the campaign and the county in the media. Social media activity increased in the first month of the campaign - and there is more to come!

"Tribe has worked with an advertising agency and brand consultant to develop a campaign and deliver PR to amplify the television, poster and online advertising elements of the campaign.  Tribe's ability to monitor social media and engage in online conversations quickly and with humour is a great asset".

Client and background:
Since 2003 we have worked with the Learning and Skills Council (LSC), which plans and funds education and training for young people and adults, helping to raise awareness of its services.

Challenge:
To raise awareness of the training available to employers and young people and to highlight the benefits of learning.
 

Solution:
Tribe uses case studies to raise awareness of training options for young people and the personal benefits to be gained from initiatives such as Apprenticeships, Entry to Employment courses and Education Maintenance Allowance.
We teamed up with Olympic Gold medallist Darren Campbell to promote the free National Test and the business benefits of investing in training have been promoted to employers via the Train to Gain road show, Skills Symposium and Skills Pledge relay and Skill Up campaign.

Results:
Tribe generated more than 200 pieces of print and broadcast coverage in 2008. We have a bank of more than 70 inspiring case studies and have successfully developed and implemented a PR plan for each county in the region.  We have also produced three informative news videos aimed at different industry sectors.

“Tribe provides both intelligent counsel in sensitive situations and a creative knack of getting media interest in our events and initiatives. I trust them completely.”

Sarah Leith Russell, regional press officer, LSC
 

Client and background:
The Shine Week festival is an annual event which aims to showcase the unique talents of children and young people. It is run by the Talent and Enterprise Taskforce, part of the Department of Children, Schools and Families.

Challenge:
To change the perception of young people as troublemakers, providing a moment in the year when the wider community can see all the positive things that young people are achieving.

Solution:
We identified schools who had signed up for Shine Week to act as ambassadors and provide quotes, and have photographs and video taken of their events. We set up imaginative photograph opportunities with youngsters showing their talents, targeting key media with the most interesting events to ensure good coverage.

Results:
This was a very brief campaign, with just a week of activities and three to four weeks in the build up, yet we generated entirely positive coverage in 15 different print and online titles, including double and triple page spreads in three of the region's largest selling newspapers.

“Think you have done an amazing job this week. Keep going! Couldn't ask for a better team to be working with. Thanks for all the brilliant work throughout.”

Carol Alevroyianni, development director of Shine
 

Client and background:
In 2007, Norwich City Council’s Local Enterprise Growth Initiative (LEGI) programme received £11.2m of Government funding to encourage an enterprising spirit in the city, supporting people living in deprived areas to start a business, get back to work or improve their prospects.

Challenge:
To launch the Norwich Enterprise Centre (NEC) and raise awareness of the support, advice and training available at the NEC and via LEGI funded partners.

The solution:
We created a debate and stirred excitement around enterprise in Norwich by championing local entrepreneurs and positioning Norwich as a great place to start a business, using the campaign slogan ‘Go For It! Enterprising Norwich’.
Launched in National Enterprise Week 2008, our campaign used media relations, case studies of local entrepreneurs, sponsorship, a micro-website, outdoor and radio advertising, and a competition with the Norwich Evening News.

Results:
During the first six months of the campaign, 24 pieces of positive or factual media coverage were generated, with a circulation of 915,412 and advertising value equivalent of over £35,000.

“We have been extremely impressed with Tribe’s ability to deliver quality media coverage. They have worked as a natural extension of our team, providing marketing advice and counsel as well as PR services.”

Karin Pink, programme manager for LEGI, Norwich City Council
 

About the client:
Unilever UK & Ireland is one of the country’s leading FMCG players, with a turnover of £2.5 billion. The company owns 28 brands, including the Colman’s Mustard brand which has a heritage shop based in the centre of Norwich.

Challenge:
The Norwich Evening News revealed Unilever’s plans to undertake a review of the Mustard Shop with the suggestion that the company planned to close it. The paper launched a campaign to save the shop which was gaining support from residents and the heritage and tourism sectors.

Solution:
We facilitated Unilever meeting with important and influential people in Norwich to discuss the shop's future and briefed the editor of Evening News to explain Unilever’s position and plans. We built a relationship with the journalist following the story and ensured she received updates and statements before other media.

Outcome:
The Evening News suspended the campaign to save the shop while negotiations about its future continued. A successful transfer of the shop to a local heritage organisation was concluded and resulting media coverage about Unilever was factual and balanced.

"Tribe helped us ensure we were talking to the right people throughout the process. Their local knowledge, insights and relationships with the local stakeholders were invaluable. I found Tribe extremely professional and would certainly use their expertise again regarding any Norwich based activity."

Client and background:
Waste Recyling Environmental (WREN) is a not for profit business that distributes grants to community projects in the UK from environmental taxes paid by landfill operator WRG. Since 1998, WREN has granted over £118m to more than 4,800 projects.

Challenge:
To provide greater understanding of WREN and its aims and activities among the public and government ministers as the revenue from landfill tax decreases.

Solution:
We hosted a workshop to help WREN explore its brand, identify target audiences and agree key messages which fed into a media pack for journalists. We help funded projects get local media coverage and have worked with Springwatch star Chris Packham to help launch a major new fund using a video for distribution on-line and to MPs.

Results:
WREN now receives relevant credit in media coverage and we have secured an in-depth feature with a leading regional newspaper, with more to follow. The new fund gained national media interest and the video was sent out in an e-newsletter, posted on YouTube and used on media websites.

“We feel comfortable with the certain knowledge that Tribe listen and take onboard the salient points, and then turn this into actions and keep us regularly informed. Well done and thank you.”

Client and background:
Foster Refrigerator is Europe’s market leading commercial refrigeration manufacturer, and prides itself on the “green” credentials of its innovative refrigeration equipment and systems for the foodservice, bakery and retail industries.

Challenge:
To maintain the company’s position as the authority in commercial refrigeration manufacturing, and to position it as an industry expert on issues including food safety and energy efficiency.

Solution:
Tribe delivered a media relations campaign focusing on the environment and food safety. We built relationships with key journalists and regularly offered case studies. Tribe raised the profile of Foster’s Foodservice Director as a knowledgeable and reliable industry spokesperson.

Results:
We gained media coverage across all of Foster’s key sector media. We built excellent relationships with editors of key titles, including a trip to Gordon Ramsey’s Paris restaurant with the equipment editor of Caterer & Hotelkeeper. We generated a 30% increase in Return on Investment in the first year of working with Foster.

“We were impressed with Tribe’s innovative, hard working approach and the enthusiasm they demonstrated. They fully understood our business and the foodservice and food retail markets in which we operate. They were a valuable addition to our in-house marketing team.”

Client and background:
Catton Park is an 18th century landscape park designed by Humphrey Repton which has been rejuvenated and opened up to the public by the Catton Park Trust.

Challenge:
To provide media relations services to the Trust.

Solution:
We launched an appeal for people to donate small tools and gave the media the chance to see terraventing – a way to decompact the roots of ancient trees. We also handled the announcement of Heritage Lottery funding for the project.

Results:
We produced local media coverage and assisted with a corporate sponsorship pack which helped to secure the Heritage Lottery Grant and was used to generate support from local authorities.

Client and background:
Bernard Matthews is Europe’s largest turkey producer. We provided crisis counsel and corporate public relations during 2005/6.

Challenge:
We were appointed just before avian flu hit the headlines in 2005 and were responsible for preparing the company’s responses for a range of scenarios and for managing the Bernard Matthews press office during this time.

One particular crisis involved a case of mistreatment of birds by third party contractors at one of the company’s farms which was caught on film by an undercover reporter.

Solution:
This crisis activity utilised our unique offering of a team drawn from the London and Norwich offices, blending local contact, knowledge and support with extensive resource and expertise.

Results:
This attracted national media attention and we were praised by several journalists for our sensible and prompt handling of the situation.

Client and background:
In 2008, The Money Centre was one of the largest independent buy-to-let mortgage brokers in the UK, with more than 150 consultants across the UK guiding more than 31,000 customers.

Challenge:
To raise the profile of the company and the independent services it provided to existing and potential buy-to-let landlords.

Solution:
To position The Money Centre as a market leader and expert in its field by profiling senior staff in trade, regional and national consumer media. We monitored news and issues from the buy-to-let sector daily and used findings from the company’s quarterly, independently commissioned research to generate story angles. We also arranged briefings with key journalists from the trade media.

Results:
In eight months, we generated 117 news articles which appeared across 77 different regional, trade and national publications and websites. These included comment pieces from The Money Centre personnel, case studies of successful buy-to-let investors, a profile of the marketing manager in a leading trade title and news stories based on research.

The Money Centre also used Tribe for crisis media relations when the economic downturn resulted in job losses being made at the company’s main Norwich office.

"Tribe fully understood our business and helped us to gain good angles to approach the media. They have been a great team to work with”.

Client and background:
A national infrastructure services company, May Gurney delivers essential front-line services to the public and regulated sectors. It works in highways, rail, environmental services and utilities.

Challenge:
May Gurney wanted to shake off its image as just a construction company and to be positioned as a successful and growing company, working in long-term partnerships with customers, offering employees a great place to work and with the environment and sustainability at its heart.

Solution:
Tribe are an extension of the in-house communications team and have helped develop the company’s communications strategy and tactical PR plans for each of its business divisions. This is designed to generate regular media coverage in key trade media and to position senior managers as experts in their fields.

Results:
We generated media coverage worth, on average, £95,000 per month in 2008 in advertising value equivalent in key trade titles and regional media. We monitor and evaluate all May Gurney’s press coverage to demonstrate PR’s value in meeting business objectives.

In addition, we provide counsel for crisis and issues management and arrange media training. In 2005 we managed the staff, customer, stakeholder and media communications for the company’s re-brand.

“Tribe is always ready for a challenge no matter how big or small and everything is always done in a professional yet friendly way. They have provided excellent reactive press office support to our in-house team, as well as delivering proactive PR plans. And importantly, help us prove the value of PR to our senior management team.”

Client and background:
We Buy Local is a campaign run by Buy Local, a social enterprise supporting local businesses. Norfolk companies can receive Buy Local accreditation, providing member benefits such as inclusion in a local services directory.

Challenge:
To raise the profile of Buy Local and its benefits to the public and to encourage them to shop locally.

Solution:
Tribe offered a ‘live locally’ challenge to a local journalist, to highlight the benefits and difficulties of buying only local goods and services. A Business in a Box competition offered locally-sourced prizes and showcased goods and services on offer within the county.

Results:
The ‘live locally’ challenge made a double page feature in the Norwich Evening New, the call to action to shop locally was covered on local radio and we secured an interview with a Buy Local director for a weekly newspaper.

Client and background:
Sport England works to promote an active nation through sport at grass-roots level. It invests national Lottery and Government money in organisations and projects that will grow and sustain participation in grassroots sport.

Challenge:
To spread the message about the joys and benefits of regular exercise.

Solution:
We challenged desk-bound journalists to try out new sports and to write about their experiences. We arranged press calls to launch new initiatives and also worked at a strategic level to improve our client’s profile by carrying out communication audits and hosting crisis management workshops.

Results:
By setting up trial sessions for journalists at skiing, climbing, canoeing and judo we secured double-page, first person articles in leading regional titles. Our communication audits and crisis workshops helped local managers plan for the future.

"Tribe didn’t just support our team, they became a part of it, fully understanding our business and how we needed to connect with the media. I was always impressed with Tribe’s responsiveness and flexibility to meeting our comms needs, going beyond the original brief in providing training or through supporting and developing strategy. The results they achieved through PR work and campaigning were incredible.

Client and background:
Feilden+Mawson is a leading architectural practice with offices in London, Norwich, Cambridge and Prague, with an established reputation in heritage and new build across the commercial and public sectors.

Challenge:
Our brief was to gain media coverage for the client’s projects across trade press and relevant regional and national print media.

Solution:
We undertook a calendar of PR activity, highlighting the particular expertise of different partners and their projects to a wide range of relevant media.

Results:
We gained media coverage for Feilden+Mawson projects in the major architectural trade press, The Independent, 25 Beautiful Homes magazine, media local to the firm’s three offices and the media relevant to Feilden+Mawson’s client sectors.

Client and background:
Jeyes manufactures, markets, sells and distributes household cleaning and hygiene products in more than 60 countries, generating sales of more than £200m. The Norfolk-based company is majority owned by venture capital company LGV.

Challenge:
Jeyes is a long-established ‘household name’ competing in a global market against some of the largest corporations in the world. Our brief is to ensure that the company secures ongoing positive corporate and product coverage of its business growth and product innovation.

Solution:
We provide corporate PR and crisis communications consultancy for the Group’s activities across the world, ensuring that the corporate brand is protected and enhanced. We work with regional, trade and online media to place image-supported stories that will secure online coverage and hence enduring visibility.

Results:
Projects including disposals and acquisitions, corporate profiling, crisis management, publicising Toilet City and the occasional Purple Poodle has ensured that Jeyes has appeared regularly in the local and regional media and that the trade media are kept informed of corporate issues as well.

“We have a very close working relationship with Tribe and value their advice and support. PR has come to mean more to us since we started working with Patrick and his team.”

Client and background:
Hethel Engineering Centre is a business dedicated to supporting the growth and success of high performance engineering and manufacturing companies and individuals throughout the region.

Challenge:
To ensure the new £4.5m Centre was positioned at the heart of the high-performance engineering and manufacturing cluster in Norfolk and the surrounding region.

Solution:
We developed a long-term relationship with the nation’s largest regional newspaper, the Eastern Daily Press, to promote a ‘Launchpad’ branded competition to offer free accommodation to one company and ran a year-long series of features on entrepreneurship with contributions from Launchpad’s sponsors.

Results:
The competition attracted a very high calibre of entrants, leading to tenancies and centre spreads in the EDP. Coverage exceeded our client’s expectations.

“I believe the inaugural Launchpad competition will inspire other budding engineering firms in Norfolk to come and talk to us here at the Centre about how we can help them."