consumer pr

Client and background:
Greene King is one of the country’s leading pub companies and brewers, with thousands of pubs across the UK and leading ale brands such as Greene King IPA, Abbot Ale and Old Speckled Hen.

Challenge:
To provide a 24/7 proactive and reactive press office service covering various arms of the company, including corporate, its destination retail outlets such as Hungry Horse, its extensive local pub network and its Brewing and Brands division.

Solution:
We set up and managed a 24/7 press office using remote switchboard services and secure internet tools to ensure were never out of the office for our client. We also provided a daily summary of client, competitor and industry news.

Results:
Press enquiries were handled quickly by our team of former reporters and media professionals, - both in and out of hours - helping to maintain our client’s reputation. We also worked closely with our client’s financial PR and advertising agencies, ensuring joined up communications and maximising the impact of campaigns and corporate announcements

Client and background:
Blue Sky Leisure (BSL) is a successful family business which runs Kelling Heath Holiday Park and Woodhill Holiday Park in north Norfolk, as well as Zaks Fine American Restaurants in Norwich.

Challenge:
Raise awareness of what’s on offer at each destination, increase visitor numbers, highlight the environmental credentials of Kelling Heath and promote it as a ‘green’ holiday destination. We were also tasked with aiding BSL’s CSR programme by facilitating the selection of a charity partner.

Solution:
We have emphasised the green credentials of the holiday parks through press trips and features, as well as picture stories highlighting the family-friendly nature of eco-based activities on park. Media relations work to promote Zaks has tapped into the region’s thriving vintage scene, while Tribe account director Mark Sowersby has used his Third Sector experience to help broker a strategic partnership with local children’s charity EACH.

Results:
Press trips for local and national newspapers have resulted in significant spikes in holiday bookings. A retro American car run from Zaks to Kelling Heath raised vital funds for EACH and secured great local press coverage. We’ve also helped promote the work Kelling does to protect endangered species by achieving more than 60 pieces of national and local coverage. 

Client and background:
Greene King brews some of the best-known and best-loved beers in the UK, including Greene King IPA, Abbot Ale and Old Speckled Hen.

Challenge:
To ensure Greene King has an appropriate share of voice in relevant trade media, and to generate a buzz about the company’s beer brands among consumers.

Solution:
We build our client’s reputation as a trusted industry expert by providing regular news releases as well as comment, opinion and insight into trade feature articles. We also create integrated on and off-line consumer campaigns to support product launches and build credentials as a heritage brewer of quality products.
Results
News and feature content appears regularly in key trade tiles including the Publican’s Morning Advertiser and Off Licence News.

Creative photo stories have proved successful, with one about the discovery of some bottles of 80-year-old ale gaining national coverage in the Daily Mirror, The Metro and the Daily Mail online, as well as a two-minute feature on Anglia News.

A media relations campaign to highlight the heritage credentials of the Old Speckled Hen brand and its association with MG achieved extensive coverage in motoring magazines in the UK and USA.

Background:
Jeyes is a private UK based FMCG company focused on household cleaning. Based in the east of England and operating in 60 countries worldwide, Jeyes offers consumers a specialist range of products and solutions for cleaning and freshening the home and garden.

Challenge:
To ensure the company secures ongoing positive corporate and product coverage to position it as a growing and innovative business, while providing a robust press office function to manage issues and protect reputation.

Solution:
Tribe provides ongoing corporate communications advice, consumer PR campaigns and crisis communications consultancy for the Jeyes group globally, working with regional, trade, consumer and online media.

Results:
Corporate projects including disposals and acquisitions, profiling the senior team, crisis management, publicising Toilet City and the occasional Purple Poodle has ensured Jeyes has appeared regularly in the regional business media and that the trade are kept informed of corporate issues and the latest innovations.
Consumer PR for specific Jeyes brands have achieved mentions with the Chris Evans breakfast show on BBC Radio 2, Love It! magazine and Mumsnet - the UK’s busiest social network for parents. While a campaign for Bloo saw a partnership forged with YouTube star and beauty expert Lauren Luke.

“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.”
Nicholas Goodwin, Finance Director, Jeyes Group

 

Client and background:
Warings Furniture is the preferred supplier of interior and exterior furniture to the UK’s leading restaurant, bar, hotel and high-street groups including Travelodge, Pret a Manger, Jamie Oliver’s and JD Wetherspoons.

Challenge:
Having previously invested heavily in trade exhibitions, Warings appointed Tribe to build its profile within trade media through PR, showcasing its expertise and range of stylish products to potential clients including interior designers, architects, procurement managers and independent and group operators.

Soultion:
We created a proactive PR plan to communicate the company’s key messages to identified audiences. Activity includes editor briefings, podcasts, news releases, case studies, product profiles and feature opportunities. We also advise on e-newsletter content and help to manage Warings’ Twitter account, attracting industry followers.

Results:
Warings Furniture has been featured editorially in top trade titles such as Caterer & Hotelkeeper, Hospitality Interiors, Eat Out and Pub & Bar magazine, positioning the business as a leading supplier of high quality, stylish furniture.

Rachael Waring, Director of Warings Furniture said: “After lack lustre presentations from various high profile, London based PR agencies we decided to invite a local firm in and it was obvious that Tribe understood our objectives and shared our vision for the company’s PR. We have been successfully working with Tribe for two years with great success.”

Client:
Imagine Spa, Blofield Heath, is a stunning day retreat located just outside Norwich. Part of the Imagine chain, and one of its Signature Collection spas, the Blofield Heath site is owned by Blue Sky Leisure.

Challenge:
Launching in October 2011, our client needed to raise awareness of this luxurious retreat tucked away in rural Norfolk. PR needed to communicate the spa opening and its offer to potential customers, create a buzz and positive word of mouth and build a loyal fan base, with the aim of driving bookings.

Solutions:
A launch event and photo call was staged with Anglia TV presenter, Becky Jago. Diary dates were issued to all local media, and followed up with launch images. A partnership with Heart FM radio station saw an e-newsletter competition distributed to listeners throughout Norfolk and Suffolk. Beauty bloggers, spa reviewers and influential tweeters were targeted to encourage positive word of mouth online. Post-launch, a PR calendar plans in regular activity, including Twitter competitions and arranging journalist reviews of new treatments and offers.

Results:
The launch party was a success with news of the opening appearing throughout the regional press. Reviews and mentions have since appeared in lifestyle and beauty media including Glamour, Cosmopolitan, Places & Faces and Norfolk on my Mind. The Heart FM competition attracted 660 entries, adding 250 new contacts to the spa’s customer database. Regular competitions on Twitter help to build an online fan base.

Michael Timewell, Director Blue Sky Leisure Group said: “The launch and PR activity since has really helped to put Imagine Spa, Blofield Heath on the map as a luxury spa destination for Norfolk. Reaching out to existing and potential customers through print and online media has helped to drive bookings and raise awareness of our brand.”

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:
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.
 

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."