- PR
- MARKETING
- ADVERTISING
- WEB
- DESIGN
- PUBLISHING
- CASE STUDIES
- PR
- Marketing
- Promotional booklet
- Direct marketing booklet
- Press launch
- Database promotion
- PR campaign launch
- Entertainment marketing
- Awards ceremony launch
- Promotional postcard campaign
- EMLC postcard marketing
- Advertising
- Graphic Design
- Web
- Publishing
PR campaign launch event
To initiate a PR campaign - targeting publications covering construction, building services, and fire protection - PRG recommended that Fire Protection should meet journalists to explain its products and services, and should find an interesting way of demonstrating the high calibre of its capabilities.
PRG achieved this by organising a press event that gave guests a tour of Fire Protection's factory in Essex then a sightseeing flight over London. The factory tour included viewing a DVD, explaining the technicalities of fire protection, and witnessing a kiln test. The flight, in a 1930s biplane out of Duxford, was a charming and leisurely way of viewing the many famous London buildings entrusted to Fire Protection.
The eight passengers on the flight were each given a fold-out booklet which included an easy-to-read London map showing the locations of buildings to look out for. This booklet, titled 'Safeguarding Britain's Best,' had continuing value after the event in other marketing activities.
Results
The format of the event was such a success that Fire Protection later replicated it, this time with two aeroplanes and 16 guests, for its most important customers and sales prospects.
The event cost £5,750, including agency fees. It generated press coverage in publications received by 91,400 readers (and read by more), with a value of £29,450 - a return on investment of 5.1:1.
Fire Protection Ltd is UK market leader in the design, manufacture, installation, and servicing of fire-resistant ductwork. The company's products have been specified as integral components in many prestigious building projects throughout the UK.
Visit Fire Protection's website designed by PRG: www.fireprotection.co.uk