21 Jul Leave Nothing but Footprints with Plymouth Gin
With foreign holidays still a little up in the air – we’re not dusting off our bikinis and lilos JUST yet – staycations have increasingly grown in importance in the last year or so. With many Brits bound to flock to the South West this summer for home-grown holidays, Plymouth Gin launched a campaign alongside Plymouth based global conservation charity The Ocean Conservation Trust. The campaign has one core call to action – if everyone picked up 5 pieces of litter when they are at the beach, that would be 500 million less pieces of rubbish on the coast.
With the Plymouth distillery situated a stone’s throw away from the sea, the beach and coast is part of Plymouth Gin’s DNA. With that in mind, we wanted to encourage Brits to do their bit to keep the coastline beautiful and protect it for future generations.
Working with TV star and adventurer Ben Fogle, we created a piece of video content showcasing the beauty of Plymouth’s beaches, with Ben explaining how close the sea was to his heart and why it’s vital everyone does their bit to keep the coastline clean. We sold this in to online news and lifestyle media with key pieces including the i and over 30 pieces of regional coverage, alongside interviews with Ben on the independent.co.uk. Alongside this we also held a radio day with master distiller Sean Harrison and Nicola Bridge from the OCT, discussing the importance of the campaign with 10 interviews taking place over a morning with the likes of BBC Radio Kent.
With the news campaign wrapped up, we’re now turning our attention to lifestyle media. Activity will include press outreach around a new staycation serve (which we’ve coined the Stay-tini), a trip for press and influencers to visit the distillery in Plymouth and hear more about the work of the OCT as well as sustainable themed send outs, with a few lucky recipients set to receive their very own Plymouth deckchair to soak up some rays this summer…