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Head in the #ChubbyCloud

Head in the #ChubbyCloud

London Fashion Week launched last week on the 14th September and we have seen some of the world’s most luxurious British brands showcase their SS19 collections. It is a hectic time for PR agencies, models and paparazzi running from show to show and trying to keep to that all important schedule; British accessory designer, Anya Hindmarch, was kind enough to provide us all with an escape in the form of the #ChubbyCloud.

CHUBBY CLOUD

https://twitter.com/anyahindmarch

If you haven’t seen any of the 1000+ mentions on Instagram alone, the ‘Chubby Cloud’ is reportedly the world’s largest bean bag. It was placed in the gorgeous setting of the Banqueting House in Whitehall. The high ceilings and decadent paintings made a strong juxtaposition for a bunch of adults in boiler suits jumping on a huge, white cloud. This relaxing space also included bedtime stories being read aloud to ensure everyone caught some shut eye during this mad week.

This clever marketing ploy generated attention across all social media platforms and allowed us mere mortals to engage in London Fashion Week, one of the world’s most exclusive events. Anya Hindmarch told Vogue that, “The idea is that we want to immerse customers in our world.” The cloud is also more relevant to the brand than you may think, as her AW18 collection features many ‘chubby’, cloud-like handbags. She certainly bought her accessories to life with this immersive and fun experience. She also included a small shop with plenty of #ChubbyCloud merchandise, furthering the invitation to snap and share your experience with the brand.

Big stunts are big business and Hindmarch is no stranger to these chubby statements; last season she also launched chubby hearts into the sky over Battersea Power Station and it was such a success with over 5000 Instagram mentions, you can understand why she would recycle this great technique.

Instagram is of course the home of amazing aesthetics, so it makes sense for brands to create out of this world, larger than life concepts to engage with consumers and gain free, seamless advertising. If you too would advise on creating something completely personal to your brand to captivate consumers, we would love to help!

Making it count: Jeans for Genes

Over the past four years we have worked with Jeans for Genes and each time the brief is clear: to raise awareness and drive sign-ups for their annual fundraiser.

Jeans for Genes is a national children’s charity, which raises money for the care of children and families who are affected by genetic disorders. The charity also aims to raise awareness and understanding of genetics and what it means to live with a genetic disorder.

The brief in 2018 was no different. The campaign itself was simple: asking people to wear jeans in return for a donation to support children living with genetic disorders.

Each year we create a fresh and strategic campaign that focuses on educating the public on the health implications of genetic disorders. Our team with significant planning, support and drive delivered excellent results with a reach of over 1 billion impressions, 307 pieces of coverage and 15 broadcast interviews.

So how do we go about driving impact year after year? Learn more about our strategies below:

Case studies

Part of our strategy was to include real people in the campaign. We set out to educate people about the impact a genetic disorder can have on a family and the amazing stories of those who live a fulfilling life. We worked closely with over 30 families who were affected by genetic disorders and secured opportunities for them to share their experiences. We placed a series of emotive case studies generating 123 pieces of coverage across the national and regional print and broadcast media.

Western Mail

Educational coverage

We set out to educate the public the effects genetic disorders have on those who live with it each day. Deploying a multi-pronged educational strategy, we secured 20 pieces of coverage including publications such as the Western Mail.

 

Fashion and lifestyle coverage

Montana

A large part of the Jeans for Genes campaign is the sale of their fashion t-shirt. Each year there is a high demand for the uniquely designed garment, and this year was no different. Our team secured 97 pieces of coverage dedicated to promoting the t-shirt. Jeans for Genes have never sold out but this year due to the increase in engagement was delighted to sell out twice!

Jeans for Genes Ambassador Montana modelling this year’s design.

Celebrity influencers and endorsement

Celebrities and influencers as we know can be a very effective way of increasing engagement, building awareness and reaching your target audience. Our expert-led team has significant experience in building partnerships with brands and businesses to ensure results.

As part of the Jeans for Genes campaign, we worked with bloggers; A Model Recommends, Em Sheldon, Carl Thompson, Alice Thorpe and Chloe Pierre to name a few. As well as celebrities Becky Vardy, Danielle Lloyd, Dennis Wise, Ella Wills, Kieran Nicholls, Nicola McLean, Samira Mighty, Vicky Pattison and Love Island’s Eyal.

It was a real focus of our team to ensure we made the right partnerships to ensure the success of the campaign.

Gifting

To help keep our campaign and messaging at the forefront of journalists minds who may not have been able to attend our events we gifted three Sugar Tits doughnuts to make a real statement, and to promote the Jeans for Gene’s campaigns. Our focus was to target ‘What’s on’ guides to help reach a wider audience of potential fundraisers.

Hosting a celebrity event

Celebrity event

The final element was to host an ‘Afternoon Tee’ party that would allow us to garner the charities celebrity supporters and ensure widespread coverage of the awareness day, unique t-shirt and drive home the message that wearing jeans saves lives. Hosted by Love Island’s Montana Brown and attended by journalists from Reveal, New Magazine, Metro.co.uk. TV Life, Star Magazine and S Magazine the event was a top hit!

If you’d like to speak to a member of our team and find out how we can support your organisation, please get in touch today. Or if you’d like to support this year’s Jeans for Gene’s campaigns it’s not too late, visit their donation page here.

Make your product this year’s must have

The market is particularly saturated with both well established and newly emerging brands and products, especially during the festive period. To get your product and voice standing out amongst the rest it is imperative you have set in place a strong integrated communications strategy that speaks directly to your target audience.

The following tips and advice provide an overview of the ways in which you can raise your brand’s profile within the media and amongst consumers.

Tip 1 – Product placement and journalist reviews

One of the most effective ways of elevating a brand or product in the media during this busy time of year is through successful product placement and journalist reviews.

Being named in a “Ten best of” or “Five hot new products” style feature can give your brand huge credibility and exposure and can have a big impact on sales.

JML: “Everyday Easier”: cutting through the noise to make JML the number one household brand

Product placement was vital, and we achieved regular, targeted placement across the media spectrum, with several pieces featuring in specific seasonal gift guides. To further support the launches, we negotiated media partnerships to secure competitions and reader offers for the products. With a total reach of 726,824,645, our work ensured JML took prime-position as the number one household brand in the UK.

Tip 2 – Social media

Another fundamental part of making your product a must have is through engaging social media content.

A great way to engage followers is to establish regular content creation, for example ‘Christmas inspiration’ or ‘fun fact Friday’. Using new digital tools such as IGTV or Instagram stories will get your product noticed, especially if you use it in an unusual way. Make sure you use your community to promote your products and give positive reviews.

Creating a three-month calendar will also help ensure all social channels are kept up-to-date and in line with the PR plan. It is vital that the tone of voice across all platforms is in-sync, our social media team can help you ensure your content is always going out at the same time of the day as well as consistent.

Tip 3 – Celebrity or influencer endorsement

Celebrities and now influencers are an extremely powerful commodity when it comes to selling products.

When looking to work with a celebrity it is important to first think about the difference between a celebrity ambassadorial role and celebrity endorsement. A celebrity ambassador will become the face of the brand and will usually be contracted to doing several interviews, photoshoots and events. This is normally the costliest option, but it does offer a brand a lot more scope than targeted celebrity endorsement.

Example: Lapland

We approached A-list celebrities who have children between the ages of 2-12 and arranged for them to book a trip with their family to LaplandUK in exchange for a quote or social media post. We secured visits from the Beckhams, David Furnish, Emma Bunton, Simon Peg, Emilia Fox and Katie Piper to name a few. The campaign was extremely successful with the experience selling out within two-and-a-half-weeks of being open.

Tip 4 – Celebrity and influencer gifting

Targeted celebrity and influencer gifting can be a much cheaper, way of generating celebrity endorsement.

To get an influencer to talk about or endorse a product, it must be either beneficial for them or something they believe in. Therefore, brands must think about the right influencer for their product.

Examples: The British Library

We were tasked with generating widespread press coverage for The British Library to showcase their membership scheme as the Christmas gift for the imagination. To promote the new membership, we worked with a range of high-profile digital influencers, based in London, providing them with complimentary memberships in exchange for reviews across their online channels.

We partnered with a number of influencers such as Liberty London Girl, Not such a Model Mum and Boo & Maddie to produce impactful online content for The British Library Membership.

Tip 5 – Press Event

Press events allow you to interact with journalists, develop relationships and ultimately create brand ambassadors who could become hugely valuable. Press launch events for a product, allow brand representatives to discuss the idea, the ingredients and components and also gives journalists the opportunity to try the product out first hand.

There are four main components to planning an event: planning, timing, theme and follow up. For more information about how to run the perfect PR event get in touch here.

Example: positioning JD Women as a leading athleisure brand.

To educate the press on JD Women’s unique offering we created themed press events, a first for the brand. The events focused on their fitness and fashion offerings and created excitement amongst our media targets, resulting in key relationships being built between the fashion press and JD Women. Strong journalist relationships were built with over 230 attendees across two seasonal press days, resulting in a real understanding of the brand amongst the fitness and fashion media.

A PR agency can help you engage with the right audience helping you to create and implement a communications strategy for your business and brand ahead of Christmas. Get in touch now to see how we can help you.

Burberry: Making Instagram into instant buys

The most anticipated show of London Fashion Week is of course Burberry and the way they continue to reshape how their consumers can shop their latest looks.

The show, held on 17 September 17:00 BST, is Creative Director Riccardo Tisci’s debut since taking over from Christopher Kane and he is certainly making an entrance with a new logo and monogram, as well as a change of direction for the designs as he incorporates street wear into the heritage brand.

Burberry

The brand is known for its’ traditional designs yet innovative technology, as the brand were the early adopters of the ‘See Now, Buy Now’ concept back in 2016. Consumers are no longer expected to wait months until they are able to purchase the looks they see on the catwalk; looking back, it was an outdated tradition of Fashion Week that brands had been too scared to challenge. Burberry were the first to reshape this format and have ultimately forced other brands to speed up their production process and allow consumers to buy the looks fresh from the runway items.

This year sees even more innovation as consumers will be able to buy the collection half an hour after the show using Instagram and WeChat through a series of 24-hour product releases, something that has never been done before. Previously London Fashion Week was an invitation only event but brands such as Burberry are including their wider consumers by live-streaming the catwalk and allowing the collections to be readily available. The collection is also going to be sold at their flagship store on Regent Street just half an hour after the show ends, another huge shake-up in the usual fashion week formula.

Tisci is really capitalising on the power of social media by making his collections exclusive to WeChat and Instagram. The first item to be released from the collection was The Thomas Burberry Monogram T-shirt, priced at £290, it was available to purchase for 24 hours only as a little teaser. It may just be a t-shirt to some, but it is a staple of the changing face of the iconic brand and has already been snapped on Instagram by Lily James & Rihanna, once again reinforcing the influential power of social media.

Burberry

Burberry are always at the forefront in business innovation and have become the-go-to brand for inspiring so many shifts in the industry. They have seen the opportunities that social media creates and how consumers crave instant reaction and exclusivity and turned it into profit. If you too would like to learn from the best and are looking for a new direction for your business or social media strategy, contact us today.

5 festive ideas to upgrade your campaign

Idea 1: Add some Christmas flair to your brand

Starbucks Christmas cups

Starbucks red cup

Every coffee lover is waiting for this moment. The time where Starbucks switches their white paper cup to the warming festive red cups. This my friend has been the start of the festive season for 21 years now. Not only do they change the colour of the cups, the American coffee giant also brings new flavours to its menu from gingerbread latte, eggnog latte to peppermint mocha. Every year, the design of the cup changes, last year, Starbucks created its first-ever colour-in Christmas cup, encouraging customers to add their own splash of sparkle and style to their drink. Starbucks isn’t the only coffee chain to launch festive takeaways, but it was the first. There’s even a countdown website to let people know when the Christmas cup will make its return. Having a seasonal product always creates enthusiasm and Starbucks are mastering it.

Idea 2: Make your shop/pop-up festive

Christmas light

Over the years we’ve seen more and more pop-up bars and restaurants opening during the Christmas period. From cosy chalets to ice rink rooftop bars, London is full of options to celebrate the festive season around Eggnog and melted cheese. Last year, we liked the igloos popping up around London. Especially Jimmy’s Lodge in Southbank. You could choose between a private snow globe (it’s an igloo yes!) chalet-style Refuge Restaurant perched on the edge of the Thames, serving melted cheese and warming treats. Add in some warm food, spicy cocktails and fairy lights and you’ll have a successful festive pop-up restaurant!

Idea 3: CSR campaign – Bringing a festive feeling to the community

Pret a Manger – Christmas sandwich campaign

Pret Christmas sandwich

Nothing screams Christmas like Pret’s turkey sandwich. But this isn’t the only reason why we like Pret so much. In fact, 50p from every sandwich and baguette sold from Pret’s Christmas range is donated to the Pret Foundation Trust to support its charity partners, including The Clock Tower Sanctuary, Imagine If Trust or the 240Project. Pret focuses their efforts ontheir shop windows, packaging, team members and social media channels to tell their stories and interact with customers.

A Christmas CSR activity is a great way to engage a new audience with your brand as well as with your regular customer. Consumer in the UK have a greater tendency to buy products that have a positive social or environmental impact and Pret is a great example of what can be done.

Idea 4: Partner with influencers to run a Christmas prize draw

Instagram

Photo by Georgia de Lotz on Unsplash

One of the easiest ways to expose your brand to potential customers during the festive season is to get it into the hands of the influencers they love to follow. Sending products to an influencer, even for a giveaway, does not guarantee coverage. However, if an influencer agrees to work with you, it’s a great way to build excitement around your brand, especially during Christmas where customers are on the hunt for good deals, latest trends, treats for their loved ones or even for their selves.  Building relationships with the right influencers is crucial to your success. Ensure you’ve researched their engagement, demographic and target audience before approaching, you both have reputations to protect.

And when it comes to deciding what to give away, we suggest a few guidelines:

  • Offer something of real value. You want to make it worth the audience’s time to enter.
  • Make sure it’s something you can afford to give away.
  • Remember that influencers ultimately know their audience better than you do, so be receptive to feedback regarding what they think you should be giving away.

As for the process of entering the giveaway, don’t make it too complicated for people to participate but do require them to do something low-effort that somehow benefits your marketing goals.

Idea 5: Create a gift guide

Gift guide

Photo by Chang Duong on Unsplash

Gift guides are a fantastic tool that lots of retailers and content creators utilise around Christmas to both promote their products and give their customers/readers some great gift inspiration for the festive period. With half of consumers saying they still rely on in-store inspiration, retailers should consider ways to blend digital and in-store experiences to guide shoppers.

With so many gift guides out there this time of year, it can be hard to make yours stand out from the crowd. Here are a few ideas to create a cracking gift guide:

  • Why not try a video gift guide to showcase your best-sellers and showcase them in action? Video has proven to be effective in gaining traffic, views, and engagement, so a video gift guide could be just the thing to get people interested in your products.
  • Make sure you have products for everyone and have a clear categorisation, so people can navigate easily through the guide.
  • Make sure your gift guide looks great on different channels or platforms especially if you are using a mix between print and digital.

We love Time Out’s gift guide, with gifts for foodies, techies, and music lovers, you’ll find something for everyone. The guide works well in both printed and digital and is packed with brilliant and fun ideas to satisfy even the trickiest of friends and family members.

Do you need help launching your Christmas campaign? Speak to a member of our award-winning team today to see how we can help.

How to “sleigh” your Christmas PR campaign?

Now that summer is over, it’s time to think about Christmas and what type of PR strategy you need to put in place. Yes, Christmas feels a long way ahead but 48% of UK shoppers have already started buying Christmas presents in July. And another majority will start buying theirs between October and November. But why should you launch a Christmas PR campaign?

When executed successfully, PR can offer a creative, results-driven approach that will help tell your brand’s story and generate engaging media placements that talk directly to your target audience. We look at some of the methods and strategies our award-winning teams deploy to gain cut-through and deliver results for our clients during this festive time of the year.

Influencers

In today’s age we are bombarded by choice. So, it’s no surprise that influencers hold a lot of power in validating our decisions. This Christmas, influencer marketing is going to help you take your campaign to the next level. Why? Because influencers are real people who we trust and respect, a vital tool in marketing a product given that their opinions can, and do, impact the behaviour of their amassed following.

In December, we were briefed to generate widespread press coverage for The British Library to showcase their membership scheme as a must-have Christmas gift for the season. To achieve this, one of the key activities was to work with a range of digital influencers, based in London. Partnering with key influencers including Liberty London Girl, Not such a Model Mum and Boo & Maddie was important to produce impactful content for British Library Membership and supported the campaign to position a membership as the Christmas gift for the imagination.

The British Library said:

The PHA Group supported us with our British Library Membership Christmas campaign. They were a delight to work with – super organised and results driven!  We gained some great coverage in a short period of time.

Senior Marketing Manager at The British Library

Events

Events, pop-up shops and press conference are in the heart of any PR strategy, especially for Christmas when people are looking for the perfect gifts for their loved ones. Organising an event to launch a new product or range can be daunting. PR agencies can effectively promote your event encouraging media to cover or attend it through excellent relationships and contacts, as well as creating a buzz of excitement by generating awareness and increase the number of attendees. When opening a pop-up store, you can also maximise your brand awareness. You’ll face your customers and therefore will be able to test your products or services directly in front of your key customers.

Disney wanted to launch a new video game called Epic Mickey 2. Celebrating the forgotten characters of Disney, this game had the potential to appeal to both older and younger generations. To capture the imagination of our audience, we decided to bring the Disney magic to life through a once in a lifetime event. Taking ownership of a coveted space at Westfield, Stratford, we planned an event designed to cut through the noise of our competition. We brought an official Disney illustrator to draw the iconic characters and a virtual graffiti wall to complete the two-day event which was hosted by TV presenters Dick and Dom, ensuring entertainment for adults and children alike. With over 2,000 attendees, many of which were young families, the pop-up event was a huge success.

Digital

Whatever your industry, segment and audience, a big portion of your customers and leads have a digital footprint. Whether it’s to re-enforce your image, create a stunt or promote a new product, social media should always be part of your strategy. From animated GIFs to cinemagraphs and motion graphics, we provide a complete digital solution to create impactful campaigns to engage with your audience. Our dedicated in-house specialists work with you to develop your strategy, and then manage every aspect of all your channels, from weekly content plans and content creation, to daily posting and scheduling through to news agenda or event reaction.

We worked with LaplandUK to position them as the only immersive, theatrical Christmas experience for children to uphold the real and traditional values of Christmas. Our goal was to secure high-profile celebrity visits to create a buzz around the venue on social media as well as raising their profile within key national press and media and consumers to gain top coverage across a variety of channels. Our campaign was based on bringing the magic of LaplandUK to life by enhancing people’s understanding of traditional values of Christmas, the innocence of the season and its ethos. We approached A-list celebrities who have children between the ages of 2-12 and arranged for them to book a trip with their family to LaplandUK in exchange for a quote or social media post. We secured visits from the Beckhams, David Furnish, Emma Bunton, Simon Peg, Emilia Fox and Katie Piper to name a few. The campaign was extremely successful with the experience selling out within two-and-a-half-weeks of being open.

A PR agency can help you engage with the right audience helping you to create and implement a communications strategy for your business and brand ahead of Christmas. Get in touch now to see how we can help you.

What to do do do about this Baby Shark trend

With over 1.6 BILLION views on Youtube and 88,000 #babysharkchallenge mentions on Instagram, if you haven’t heard of the Baby Shark song, where have you been? When educational Youtube Channel, Pinkfong, uploaded this simple and catchy children’s song about a family of sharks, it is unlikely they knew it would become such a viral phenomenon.

Image credit: PinkFong

The repetitive ‘do do do do’ lyrics were annoying parents across the globe and as the famous saying goes, if you can’t beat them, join them. Adults were forced to join in on the fun; luckily the dance moves are very simple to follow, so even dads can join in on the ‘Baby Shark Challenge’.

Some consumers have even made a hybrid post which combines both the ‘Baby Shark Challenge’ and the ‘In My Feelings Challenge’. The later involves jumping out of a (slowly) moving car and dancing to Drake’s single In My Feelings; to combine the two you may jump out of your car and dance to Baby Shark do do do do do, instead. These two trends appeared at around the same time, which is why they seem to have merged. Music and video make an excellent combination and I think we should all be thankful that social media was not so influential in 2003 when Crazy Frog was released!

You may be asking yourself, ‘why is this so popular?’ but this is not important when it comes to responding to a viral trend. Whether you find this song annoying or endearing, you should be asking ‘how can I be a part of this?’. This trend is a perfect example of what a powerful asset video is on social media. According to Hubspot, 54% of consumers wanted to see more video content from brands and the 2018 Sprout Social Index tells us that 71% of social media users watch videos online to laugh. Knowing that most of these videos are recorded on a mobile phone and made within a few minutes also demonstrates that video content does not need to be expensive, especially not when responding to a micro-trend such as this one.

Originality is always key to make your video stand out amongst the crowd, make sure your brand has their own spin on the concept. Some people have got their cats dancing along, others have even got tattoos dedicated to the trend! If you are not willing to make such a physical commitment or you do not own a cat and you are unsure of how your brand can respond to trends our social media or influencer PR services could be a great help to you! Contact us today to find out more.

Burger paradise in London

By Emma Hodge, Social media Intern

Its National Burger Day, so what a great time to celebrate this wonderful hybrid sandwich and round up some of London’s most mouth-wateringly alluring burger hot-spots.

For those of us looking for a treat – maybe it’s a birthday dinner, a celebration or just a Tuesday really… here are the burgers you NEED to know about:

Honest Burgers

Infamous for their rosemary salted chips, do not underestimate the glory of the burgers at Honest Burger. Let’s just say they match the reputation of their herby potato friends and need their praises sung loud and proud. Dotted all over London honest burger has a simple affordable menu to suit us all. The cherry on the cake or pickle on top this is a must visit joint.

Ooft! Our Korea-inspired local special at Honest Burgers Warren St – Beef, Korean BBQ bacon, American cheese, Korean burger sauce, kimchi, black sesame and lettuce. Cheers @viajeros_glotones for the snap. 🍔📸🇰🇷

A post shared by Honest Burgers (@honestburgers) on

Other Side Fried

Fancy a change from the regular beef patty? Or are you just the biggest fan of fried chicken that you’ll eat it any time, any day, anywhere…

Other Side Fried is no ordinary chicken burger. This is one you’ll remember and then dream about for weeks after. Each ingredient melts in your mouth and with veggie options available on the menu, there is something for everyone.

Shout out to the OSF burger: fried chicken – YES, brown butter mayo – WHAT, parmesan – can it get any better? garlic – yes it can.

Sunshine and fried chicken sandwiches! What more could you want? #othersidefried

A post shared by Other Side Fried (@othersidefried) on

Black Bear Burger

The first ever burger created at Black Bear Burger was aptly named ‘The Black Bear’  continues to win hearts of Londoner’s across the capital. Originally a small venture, this burger stop has rocketed to become one of the best burgers in London. When they serve burgers containing onion jam and pancetta bacon, we’re not surprised at all to be honest. Make sure you prepare yourself mentally and physically for this heavenly experience… and thank us later…

Our 1st born burger. The Black Bear burger 💕🤪🍔👌 . . 📸@thefatfoodieuk Thanks for finally coming 💖

A post shared by Black Bear Burger (@black_bear_burger) on

Mac & Wild

Mac & Wild the best of Scottish produce and personality, serving culinary delights with a dollop of Highland fun on the side. It specialises in wild venison, beef, steak and seafood as well as the glorious whisky, craft beer and gin that the highlands are renowned for. Their Veni-Moo Burger won them London’s Best Burger 2016 as well as a place on this hot list and for very good reason. Head on down to find out for yourself. And don’t forget your kilt. Obviously.

DIRTY SCOTTISH BREAKFAST BAP 🍔 We’re bottomless brunching all weekend 🙌🏼 £21 for unlimited prosecco and brunch cocktails. #brunch #bottomlessbrunch #london #londonbrunch 📷 @lateef.photography

A post shared by Mac & Wild (@macandwild) on

BOOM Burger

Boom Burger really is a little taste of Jamaica that’s making the heart of London pound. We’d head there for the plantain fries alone, but the burgers have left us feeling like a cartoon cat that’s very much got the cream, with eyes popping out of our head. Jerk Boom is a particular mind-blowing medley of deliciousness with jerk chicken, plantain fries, rocket, mango and pawpaw sauce. The Veggie BOOM is another not to be sniffed at, with roasted sweet potato, chill jam, fresh avo, salsa and rocket. These burgers were clearly all combined to send you to food Nirvana, while waving a Jamaican flag.

Adding that mango & pawpaw sauce to our Jerk Chicken BOOM // with fried plantain & rocket 💥#jerkchicken #boomburger #nottinghill #jerkboom #burger

A post shared by BOOM Burger (@boomburger) on

Does your food chain need a touch of sizzle added to its communications strategy? Get in touch today to find out how we can start work with you.

How can PR help with your consumer campaign?

Standing out from the crowd is not an easy thing to do for companies especially in this digital era where consumers have knowledge at the touch of a button. If you’re attempting to position your company or product as a category leader, you’ll need to tell interesting yet believable stories that make your demographic consider a new perspective. Reaching out to the right audience is key to building a successful PR campaign.

When executed successfully, PR can offer a creative, results-driven approach that will help tell your brand’s story and generate engaging media placements that talk directly to your target audience. We look at some of the methods and strategies our award-winning teams deploy to gain cut-through and deliver results for our clients.

Influencers

In today’s age we are bombarded by choice. So, it’s no surprise that influencers hold a lot of power in validating our decisions. These are real people who we trust and respect, a vital tool in marketing a product given that their opinions can, and do, impact the behaviour of their amassed following.

In December, we were briefed to generate widespread press coverage for The British Library to showcase their membership scheme as a must-have Christmas gift for the season. To achieve this, one of the key activities was to work with a range of digital influencers, based in London. Partnering with key influencers including Liberty London Girl, Not such a Model Mum and Boo & Maddie was important to produce impactful content for British Library Membership and supported the campaign to position a membership as the Christmas gift for the imagination.

The British Library said:

The PHA Group supported us with our British Library Membership Christmas campaign. They were a delight to work with – super organised and results driven!  We gained some great coverage in a short period of time.

Events

Product launches

Organising an event to launch a new product or range can be daunting. PR agencies can effectively promote your event encouraging media to cover or attend it through excellent relationships and contacts, as well as creating a buzz of excitement by generating awareness and increase the number of attendees.

JML came to us with a clear goal in mind: to become the ‘go-to’ brand for household products. As this was a crowded market, we needed to ensure that each new product was launched to the press as the number one product of its type showcasing their unique selling points. To do so, we planned and implemented a series of events to launch their products to a UK market. These events were a perfect opportunity to educate the media on the functionality and superiority of the products and build relationships with key journalists and influencers. The events attracted over 150 journalists and the subsequent coverage saw the products featured in publications such as the Metro, Daily Express, OK, Style at Home, New!, Best and many more.

Press conferences

Not too sure if a press conference is required for your brand? A press conference is a meeting, organised for the purposes of officially distributing information to the media and answering questions from reporters. The advantage of a press conference for your brand or business is that the announcement made during the event will have a maximum impact by being in all the media at the same time. From organising the press conference, to practicing speaking in public or answering journalists’ questions, we help our clients make sure they are as prepared as possible for the big day.

We worked with American based AIDS Health Foundation to help it stage a London press conference as part of its on-going campaign to bring about change with the UN agency focussed AIDS worldwide, UNAIDs. This conference in London was crucial as it was calling on the UK government to act in its role as chair of the committee which oversees UNAIDS’ work. PHA had a week to first research, secure a venue as well as constructing the format of the press conference, issue notices to main media outlets, and commission the creation of banners and other materials for the press conference. The press conference featured four speakers and saw a great panel of attendees including The Guardian, The Sun, The Daily Mail, The Independent and the Associated Press. This resulted in strong coverage in those four main titles, each of them reporting AHF’s call on Theresa May and International Development Penny Morduant to act over the scandal.

Pop- ups

Pop-up stores are fast becoming a familiar feature of the modern cityscape across the UK and businesses are embracing the concept. The UK’s pop-up industry is estimated to be worth £2.3 billion, accounting for around 0.76 per cent of total retail turnover, according to EE’s Britain’s Pop-Up Retail Economy report. In 2016, 3000 pop-up spaces were counted in London alone. When opening a pop-up store, you can maximise your brand awareness. You’ll face your customers and therefore will be able to test your products or services directly in front of your key customers.

Disney wanted to launch a new video game called Epic Mickey 2. Celebrating the forgotten characters of Disney, this game had the potential to appeal to both older and younger generations. To capture the imagination of our audience, we decided to bring the Disney magic to life through a once in a lifetime event. Taking ownership of a coveted space at Westfield, Stratford, we planned an event designed to cut through the noise of our competition. We brought an official Disney illustrator to draw the iconic characters and a virtual graffiti wall to complete the two-day event which was hosted by TV presenters Dick and Dom, ensuring entertainment for adults and children alike. With over 2,000 attendees, many of which were young families, the pop-up event was a huge success.

Digital

Social media and digital assets

Whatever your industry, segment and audience, a big portion of your customers and leads have a digital footprint. Whether it’s to re-enforce your image, create a stunt or promote a new product, social media should always be part of your strategy. From animated GIFs to cinemagraphs and motion graphics, we provide a complete digital solution to create impactful campaigns to engage with your audience.

RED Driving School wanted to be regarded as the leading driving school in the UK but faced poor brand perception and recognition which was limiting their ability to attract both learner drivers and instructors. Our campaign sought to make RED relevant to a younger audience by building a social presence whilst establishing them as an attractive proposition for driving instructors in the media. This resulted in 13 million social impressions in the first few months of our campaign, RED has an online presence that continues to grow with celebrity posts generating tens of thousands of likes, comments and shares across social platforms.

Community management

Our dedicated in-house specialists work with you to develop your strategy, and then manage every aspect of all your channels, from weekly content plans and content creation, to daily posting and scheduling through to news agenda or event reaction.

We worked with Cauli Rice, to manage their online presence. We used social media as a way of gaining exposure for the brand whilst competing in Virgin Media’s Business Start-up competition, hosted by Richard Branson. From paid advertising on social media to follower growth and animated GIFs, we looked after their entire strategy. As a result, they received 685,000 votes and 2,500 entries! Cauli Rice was one of three start-up businesses to be crowned and receive a 50k marketing budget from Branson.

Thought-leadership

Establishing yourself as an expert in your domain can be vital to gain potential clients and customers who will inherently trust you more – and equally beneficial, bloggers and reporters will also respond to you more warmly if you’re seen as an industry leader. Thought leadership is a great way to achieve that cut-through, by sharing high-quality content that will help your audience understand you and your business.

We recently worked with Down’s Syndrome Association (DSA), the only organisation in the country that focuses solely on all aspects of living successfully with Down’s Syndrome. Their goal was to claim their rightful place as the leading charity for individuals and families living with DS. To do so, we created a structured, hard-hitting campaign that incorporated the charity’s ethos and utilised their existing assets. To help them we created thought leadership opportunities to bring focus to the organisation. Our media coverage had a combined reach of over 6 million with 68 pieces of coverage generated and DSA were cemented as an authority on the condition.

A PR agency can help you engage with the right audience helping you to create and implement a communications strategy for your business and brand. Get in touch now to see how we can help you.

The best UK staycation destinations

We’ve had the best summer on record this year with parts of the country enjoying temperatures as high as 30 degrees. It is not surprising families across the UK are considering staycation options instead. With award-winning beaches, internationally acclaimed cultural and historical attractions and 15 national parks to choose from, there’s something for everyone on our island.

Cornwall

Enjoy the simple pleasures of spending time together on a family friendly beach in Cornwall or try something new– we bet the littlest members of your crew will be the first up on a surf board!

Considered one of the best surfing beaches in both the UK and Europe, the long and sandy Fistral Beach is backed by rocks and cliffs and, on a fine day, is an ideal spot for families to take surfing lessons or relax with a picnic.

Where to stay?

the headland hotel

The Headland: With its luxury family-friendly accommodation in self-catering cottages close to the main hotel, is a great location for family holidays. There are indoor and outdoor pools, mini football field, tennis courts, putting, games and more. Plus, Fistral Beach is a few minutes away, so you can go to the Fistral Beach Surf School which offers lessons for all ages.

Lake District

Cycling, sailing, kayaking, walking… The Lake District national park offers loads of brilliant family days out in the most gorgeous scenery. For the Peter Rabbit’s fans, you can also visit the World of Beatrix Potter. Pop in to Mrs Tiggy-winkle’s kitchen and smell the fresh laundry or visit the garden, a small show garden designed to capture the very essence of Beatrix Potter’s world, from the lettuces that Benjamin Bunny nibbled on to the gooseberry bush where Peter got caught in a net as he tried to escape Mr. McGregor.

Where to stay:

Another place

Another Place, The Lake: On the shores of Ullswater and set in 18 acres of National Park, The Lake is the perfect base from which you can discover the Lake District. The Lake has 40 bedrooms, including suites, family and dog-friendly rooms, as well as two restaurants, a library, gathering spaces, a Kids Club with outdoor space, treatment rooms, a cardio room and a 20-metre indoor infinity pool.

Devon

A great destination for a family holiday: from Salcombe, Dartmoor and Exeter, there is plenty of things to do in Devon – inside or out. From surf breaks to animal adventures for toddlers, Devon will please everyone, just make sure that there are cream tea breaks thrown in for all. If you’re looking for a beach holiday, why not go to Blackpool Sands. It’s a great spot for a swim as its turquoise waters are clean and calm. If you’re looking for an adventure you can hire kayaks and stand-up paddle boards. On the harbour side in Plymouth is the nation’s largest aquarium, The National Marine Aquarium. The big draw is the Atlantic Ocean tank (the deepest in the United Kingdom), which is home to several species of sharks and rays.

Where to stay:

Bovey castle

Bovey Castle: There’s tennis, croquet and a playground in the extensive grounds, with a huge programme of outdoor children’s activities organised as part of Bovey Rangers club. These include survival skills, archery, reptile and owl encounters, rock climbing, raft building, canoeing and golf lessons. It’s a children’s paradise!

Edinburgh:

Edinburgh is a city with history and culture. The mighty castle, which stands right in the centre of the city, is the most obvious nod to the past. If the weather is good, the Royal Botanic Gardens is the perfect place to enjoy a picnic. The winding paths and steps of the rock garden are great for the kids.

Where to stay?

Hotel du Vin: Situated in a perfect location, only 15 minutes’ walk from the Castle, Hotel Du vin is also on the doorstep of fabulous shopping, impressive museums and galleries, the striking Georgian and Victorian architecture and the world’s biggest arts festival during the summer months. With its spacious bedrooms, Hotel du Vin will be a perfect choice for your family.

Is your establishment in need of some exposure? Speak to our team today to find out how we can work with you.