Instinct PR

By Jonathan Kirkby, Founder and Director of instinct pr

After nearly 12 years of working in PR, I’ve always wanted a PR campaign in PR Week and this week we achieved just over a page and a half in our industry bible for our PR launch of the Panache Sports Bra.

Panache was a founding client for instinct pr and as part of their brief they asked us to launch their revolutionary new sports bra to UK media. Being a guy I was unable to test the bra myself but the ladies of instinct pr towers tested it and gave it two thumbs up. Next stop was to take the bra to press and ask them to trial it – the overwhelming result was 10 out of 10 in a number of leading magazines.

We knew then that we had a press winner on our hands and that we had to just run with it and get blanket coverage. We decided that no publication would be left out and we embarked on a solid media relation campaign that generated over 40 pieces of coverage, including half a page in the Daily Mail.

Off the back of our PR campaign Panache picked up a number of new stockists, including John Lewis, and the bra was the biggest selling product on figleaves.com for 7 consecutive weeks.

Creating a press worthy campaign on so many levels has been a career highlight and a definite highlight of instinct pr’s first year. I have no doubt that there’ll be lots more – watch this space.