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Press launch of HVCA Business Plus brand
The press event conceived by PRG to launch HVCA Business Plus was themed to echo a key message of PRG's broader marketing campaign for the new brand.
HVCA Business Plus was introduced as a parent brand, to raise awareness of the diverse products and services offered by the HVCA group of companies. To encapsulate this key message, PRG created print adverts with the headline phrase "I didn't know you could do that!" And with that phrase in mind, PRG invited key trade journalists to join the HVCA’s President in indoor skydiving - an apparently extraordinary activity that, it turned out, ordinary people could do.
The event was held at Airkix in the Xscape building in Milton Keynes, an easy first-class train journey from guests' offices in or near London. Before skydiving, the HVCA's Chief Executive explained the scheme and answered one-to-one questions in a private room overlooking Xscape's indoor ski slope; immediately after skydiving, guests joined the HVCA President in lunch at a nearby restaurant; and a few days after the event, each guest was sent a DVD showing their intrepid flight.
This event promised a strong story and access to key people, to encourage attendance and subsequent reportage; incorporated an exciting new experience, to encourage attendance, get journalists talking to colleagues about the client, and strengthen client-media relationships; and was strongly themed, to underline a key marketing message.
Results
This event resulted in key trade media humorously repeating the campaign's catchphrase, "I didn't know you could do that!"
The event cost £3,850, including agency fees. It generated press coverage in 11 publications received by 241,300 readers (and read by more), with a value of £28,257 – a return on investment of 7.3:1.
The press event also made trade journals more receptive to later story 'sell-ins' from PRG on behalf of the client.