Instinct PR

DRAPERS APPOINTS INSTINCT PR TO SUPPORT 2012 DRAPERS FASHION AWARDS THROUGH PR CAMPAIGN AND SOCIAL MEDIA

Market-leading fashion trade magazine Drapers, owned by EMAP, the b2b publisher, has appointed instinct pr to provide PR support for its 2012 Drapers Fashion Awards.

Drapers is widely celebrated as a key resource for the UK fashion industry. As a growing brand with multiple, diverse channels to market, Drapers offers the must have news, insight and trend information vital for any business seeking a competitive edge in this fast moving world

instinct pr will start work on the campaign immediately and will continue until after the Drapers Fashion Awards take place in November 2012, working into Caroline Nodder, Editor in Chief and Dominique Gait, Retail and Media Group Events Manager of EMAP.

Caroline Nodder, Editor in Chief of Drapers comments: “This year’s awards are set to resonate across the UK fashion industry.  Drapers’ Fashion Awards recognise success, talent, and innovation and we’re proud that it has become a must attend event for industry CEOs each year. Coming on the back of a magazine refresh and to coincide with the magazine’s 125th Anniversary, the 2012 Awards will be the best yet.”

Drapers Fashion Awards attracts entries from brands, online, independent and multiple retailers to its 18 categories, all closely fought over by the leading practitioners in the industry. The Awards also provides an opportunity to network amongst industry colleagues.

instinct pr’s campaign will consist of a multi-platform PR strategy that will take Drapers into mainstream media highlighting its integrity and authority in the UK fashion industry.  Activity will include unveiling the nominations shortlist through Drapers’ social media tools, facilitating a new consumer award, profiling key members of the Drapers team and judges, supporting the awards on a regional level and maximizing the Awards in the media.

Jonathan Kirkby of instinct pr comments, ‘We are honoured to be working with such an iconic fashion magazine like Drapers.  We are building our events PR side of the agency and have a strong experienced team on board to work hard on the Drapers Fashion Awards. We have some really exciting ideas that we plan on executing for this campaign that will reaffirm Draper’s authority and take it back to its fashion roots – you’ll see a different side to Drapers!”

-Ends-

The instinct pr Health & Fitness September review

Set to be a regular feature on our growing blog, we are going to discuss our favourite fashion, beauty and health reads letting you know the facts and what we think of what our trusty media houses have collated. Starting with the September issue of Health & Fitness.

THE FACTS – Health & Fitness

Frequency – Monthly

Circulation – 32,580

Media House – Dennis Publishing Ltd

Website – www.healthandfitnessonline.co.uk

OUR FEATURE FAVES

-The Hot Topic : This is a favoured feature of the instinct pr team as it covers a relevant sensitive issue, but is always written with empathy and positivity through offering solutions.

-The Beauty Pages : Never just updating us on the latest must-have cream, Health & Fitness are always thinking about how we can make ourselves not only look, but feel better too.

-Self Help : Acting as our personal therapist, we always turn to this page and know by the last full stop – we feel better.

-Travel : One of the favoured travel sections amongst a number of monthly publications, Health and Fitness always take us to the corners of the earth and deliver more than just a holiday, but an experience.

TEAM GB: The Famous Five

As we are all aware, unless you have been in hibernation for the last six months, the Olympics are coming to London TODAY! There is no escaping the hype around the games, especially now the Spice Girls are performing at the closing ceremony.

As well the games itself filling copious amounts of media pages, the athletes are also receiving their fair share of media coverage.

From the front page of the Metro to the front cover of Cosmopolitan, the athletes are becoming familiar faces to the British public eye. Despite their physically demanding training regimes, this continual exposure sees the athletes gain support, public awareness and recognition for their superb talent.

Here at instinct, we have chosen our famous five :

Name: Jessica Ennis AKA Jennis

Age: 26

Event: Heptathlon/Pentathlon

Some recent coverage:

Featured on the front cover of Marie Claire front cover, Cosmopolitan and Fabulous front cover and featured a full page of Stylist

Random Fact: Louise Eccles reported for the Mail Online that Jessica earned a phenomenal £1million from sponsorship deals leading up to the games.

Name: Mo Farah

Age: 29

Event: Long distance running

Some recent coverage: Appeared on the Metro front page, ITV’s The Cube and the cover of the Running Times

Random fact: Mo Farah lived in Mogadishu until he was 8 years old.

Names: Tom Daley

Age: 18

Event: Diving

Some recent coverage: Had his on BBC one documentary Daley: Diving for Britain and featured on the front cover of Fabulous.

Random fact: Tom started diving at the tender age of 7.

Name: Rebecca Adlington

Age: 23

Event: Freestyle swimming

Some recent coverage: Featured in Stylist, Guardian online pages, Mail online pages and BBC news online pages

Random fact: Rebecca’s favourite place is the USA

Name: Chris Hoy

Age:  36

Event:  Cycling

Some recent coverage: Featured on the Telegraph online pages, Guardian online pages, Men’s Health, Scotsman and The Big Issue

Random fact:  Chris was awarded an MBE in the 2009 New Years Honours list

Feld Entertainment Appoints instinct pr for 2012 Disney On Ice Tour

Production company Feld Entertainment, the company behind some of the UK’s biggest live family shows, has appointed instinct pr to provide PR, experiential and social media support for it’s winter Disney On Ice UK tour, Passport to Adventure.

instinct pr won a competitive pitch against two other PR agencies and their campaign starts in July 2012 and runs until January 2013.

Disney On Ice presents Passport to Adventure kicks off at the end of September, finishing at Wembley Arena in January 2013. The show will be based on four of Disney’s popular films; The Little Mermaid, Peter Pan, The Lion King and Lilo and Stitch.

The campaign will consist of a multi-platform PR strategy, including launch activity and an ongoing press office, which will achieve national PR coverage for Disney On Ice, as well as experiential activity that will take place in London to drive ticket sales for the Christmas show at Wembley.

Steven Armstrong of Feld Entertainment comments, ‘instinct pr’s proposal was exactly what we were looking for and completely responded to our brief.  Their ideas were incredibly creative, their strategy was strong and they demonstrated well that they had the contacts and experience to carry out a successful campaign.”

Jonathan Kirkby of instinct pr comments, ‘We are delighted to be appointed and are extremely excited to work with Feld Entertainment on Disney On Ice. Adding another well known, international brand to our client portfolio is huge for the growth of the business.  As an agency we have strong experience in the family consumer sector and I am confident that the team can deliver a successful campaign for Disney On Ice.  We’re keen to get started and combine our instinct pr magic with the Disney magic!”

How are the Olympics going to affect the PR of London Town?

Upon receiving the ever such exciting news we would be hosting the 2012 Olympics, it felt like a lifetime away. It was a brilliant accomplishment for Great Britain that could provide thousands of jobs and abolish the recession.

Needless to say here we are, with 8 days to go and the torch is slowly but surely making it’s way to the hosting city, the big smoke. Images were released just yesterday of the many athletes filtering through Heathrow airport. But the question everyone is asking is, can London pull it off?

All the commotion surrounding the g4 security and fearful drivers avoiding the ‘Olympic lane’ has sent England on tenterhooks about the games. Last night Simon Jenkins from the Evening Standard reported the anxious feelings and level of worry running through the city but we remain positive that these dress rehearsal blips have been fixed ready for the Opening Ceremony.

As Londoners, Heathrow airport and TFL are most sceptical about, the Olympics are expected to bring millions of people to the city and with this comes attention and opinions. London will be exposed through thousands of media channels across the world and if all goes according to plan, these millions of people will be greatly impressed.

As much as Londoners seem to show little enthusiasm towards to the forthcoming games, no doubt frozen with fear about treacherous journeys to work, its safe to say many will indulge in the trusted BBC1 for constant live coverage.

The timing in essence is perfect. We’ve just had the Queens Jubilee then Wimbledon and now London 2012.  London has been the pinochle focus of late and now we take on the biggest challenge of all, hosting the Olympics for the world to see.

Despite the overcrowded, slow-paced travel moans, we can’t ignore what a great opportunity London 2012 is to showcase our fabulous city. We’ve taken pride and creativity to new levels with the colourful phone boxes, the scattered Olympic statues, the draping patriotic flags along Oxford Street, the five rings at St Pancras and the list goes on. It is important to take a moment and remember the sheer amount of effort, money and attention to detail that has gone into the planning of the games, and it will be something that our generation will never forget.

And on the plus side, the Team Welcome Ceremony includes a 10” Queen Elizabeth II puppet so what’s not to like?

Go Team GB…and obviously Usain because we met him

The best of the week’s coverage…

It’s mid-July, the rain is pouring and the temperatures are low, but in the instinct pr office it’s been HOT HOT HOT with the coverage for all of our clients appearing in our favourite monthlies and weeklies through to online and our daily nationals.

Here’s our round up of our favourites from the past week…

BACARDI Beginnings made Tatler Online

“It’s hard to conceive of party more hipster than BACARDI’s 150^th Birthday do, which took place in the very cool Village Underground in Shoreditch on a rainy Tuesday night…Lots of banter, many cocktails and more music later, everyone toasted BACARDI and danced till it was very late indeed. Well it was a birthday party after all.” Thank you Tatler…need we say more?

Grazia love BACARDI Beginnings artist Jessie Ware

The Grazia Daily team braved the rain last week to make the invite only BACARDI event to interview up and coming artist Jessie Ware. A favourite among critics, Jessie not only wowed the crowds, but Grazia Daily too!

BACARDI, BACARDI…read all about it!

The morning after the night before was a successful one with BACARDI Beginning’s host, Nick Grimshaw and London socialite Pixie Geldof making the front cover of one of London’s favoured newspaper, the Metro. Happy days.

laidback london are named ‘Fab Flat’

The August issue of Good Housekeeping saw them collate the best pieces for your summer wardrobe, and laidback london made their cut in the flat sandal recommendation with an impressive rating.

http://www.instinct-pr.com/our-clients/laidback-london-2/

Panache is ‘Red’ hot for Holiday Chic

With lucky jet setters getting ready for their holidays and frantically on the hunt for gorgeous swimwear, the Panache Holly Bikini was considered a must for holiday goer’s delivering an uncompromising fit and ultimate chic style.

http://www.instinct-pr.com/our-clients/panache/

Get dressed in Page says The Times Magazine

Being a lady with a bigger bust can often be a struggle when searching for swimwear that looks great, as well as fits like a glove, but readers of The Times Magazine found the light with the Page Bikini being a recommended ‘love’ in the D Plus section. Crisis averted.

http://www.instinct-pr.com/our-clients/panache/

Sell out for USculpt

Following the launch of Michelle Mone’s second beauty venture USculpt last week, the must-have sculpting product hit the shelves of various stores with Boots selling out of Boobs – within hours, and the Daily Mirror were the first to shout about it.

http://www.instinct-pr.com/our-clients/ultimo-beauty/

UTan continues to dominate the tan chat

With a natural English tan not happening anytime soon, UTan continues to make the best fake tan round-ups with it’s promise to not streak, not rub and not smell, and Red Online cared to share it’s benefits with the online world.

http://www.instinct-pr.com/our-clients/ultimo-beauty/

Lipsy Beauty Appoints instinct pr

Inter City Group has appointed instinct pr to launch Lipsy’s second fragrance, Lipsy London Love, as well as additional support for the rest of Lipsy’s beauty offerings and watches. The appointment strengthens instinct pr’s growing beauty division.

Lipsy London Love launches exclusively at Lipsy and Lipsy.co.uk at the end of August and in key retailers including Boots,  Very.co.uk and specialist high street fragrance stores from September. There will also be a limited edition Christmas gift set containing a scented body lotion alongside the perfume.

instinct pr’s brief is to handle the launch of the new perfume and generate media coverage surrounding the Christmas period through creating celebrity associations and tailored events, such as a Christmas in July showcase. Utilising their existing strong contacts in the beauty media, instinct pr will secure targeted and effective coverage for Lipsy and will be reporting directly to Brand Manager, Yvonne Fearns.

Jonathan Kirkby, Founder and Director of instinct pr said, “Having worked with the Lipsy family before on launch of the ‘Pixie Lott for Lipsy’ collection and the launch of Lipsy into US department stores such as Bloomingdales, I am delighted to be involved with Lipsy again. We will be pulling out all the stops to create a campaign that will generate high retail sales around the all-important Christmas period.”

Yvonne Fearns from Inter City Group commented, “instinct pr came highly recommended by Lipsy. Their strategy was very creative and delivered perfectly against our brief. I’m confident that they will achieve the results we want.”

instinct pr’s clients include Ultimo Beauty, Panache lingerie, Puma Bodytrain, Lucina Ellery Hair Extensions, laidback London footwear and the nutritionist Zoe Harcombe. instinct pr will not be handling the PR for Lipsy fashion.

PR – How Do We Measure It?

In a complex PR world where a mention in a magazine, newspaper, website, on TV or radio, event or celebrity endorsement makes us satisfied and keeps clients happy, but cannot be directly traced to a sale, how do we measure the effectiveness of a PR campaign?

Our industry has been discussing this very topic since the dawn of PR time and yet we still haven’t come to any agreement of an industry-recognised best practice. However we do need to measure PR. Our clients demand it in order to assess its effectiveness and future budgets, us PRs want it in order to evaluate it and understand how we can do better in the future and the industry needs it in order to keep developing and pushing the boundaries of where PR can go.

The main measuring tool is the AVE (advertising value equivalent), which gives a quantitative value of how much you would have to spend to get the same size advert in the particular publication. This is then multiplied by a factor of usually around 2.5/3 to account for the generally accepted fact that PR is more powerful than an advert (due to factors such as editorial is third party endorsement, word of mouth, etc).

Here at instinct pr we use AVEs in order to evaluate our work. It gives a clear indication of the financial contribution of what we do for our clients. Also Durrants, our cuttings service, uses AVE to assess coverage. However there are some problems with AVEs, for example there are many qualitative effects of PR to take into consideration such as reputation, perception and the quality of the PR coverage.

In an increasingly social world, the AVE also makes it very difficult to evaluate the effect of that Facebook competition, that Twitter retweet and that Pinterest board. Yet these are becoming part and parcel of many PR campaigns on a daily basis.

Therefore here are some other ways of measuring our work to create a more well-rounded view of PR.

Running pre- and post-campaign awareness and attitude surveys give an indicator of the reach of the coverage and also the qualitative benefits. Reach refers to the number of people exposed to coverage. Qualitative benefits include aspects such as public perceptions towards the client and reputation. Designed and executed properly they give an accurate guide to PR campaign success, however they are quite expensive and hence not a common tool used by PRs, and definitely not used for every single campaign.

Many agencies are turning towards a ‘point system’ approved by their clients to give a checklist of what the PR has achieved and by how much. Obviously this is subjective but can include other elements of PR such as the reach, whether the coverage is positive or negative, changes in behaviour among the target audience, increase in website visitors and social media engagement as well as the monetary value.

Social media and online tools to evaluate PR are becoming more mainstream in the industry. Google Analytics allows you to monitor visitors to a website as well as where they have come from (such as a link in your piece of coverage), which pages they viewed, how long they have engaged for, how many pages they viewed and whether they are a new visitor or a returning one. Very valuable information.

Having a metric for something like Twitter mentions is quite meaningless if you don’t know if those mentions are positive or negative. This is where sentiment analysis comes into play. Services such as Viral Heat breakdown Twitter mentions for your client so you can clearly analyse what people have been saying.

We could go on and on as almost every PR agency or department has their own method of evaluating their work. Most will use a combination of measurements in order to capture every aspect of their campaign. Also each PR campaign has different goals whether that be a change in perception, driving traffic online, increasing awareness of a new product, targeting a specific demographic, etc. Therefore a ‘one size fits all’ approach is going to be hard to find.

What is certain is that whilst our industry continues to debate the topic, the AVE will almost always be involved somewhere in the evaluating process. At the end of the day we need to know the impact our work has on our clients’ bottom lines and give them a clear ROI. After all, it all comes down to money.