consumer pr

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:
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