PR Campaign Case Studies

Our people have delivered some of the most creative consumer PR campaigns. Here are just some of them.

UNIVERSITY OF DUNDEE - SCOT TRIAL

Beattie was appointed to launch the study and play a key role in recruiting 400 GP practices and 16,000 patients for participation in the three-year trial. A vital element of the communication was to establish Scotland as a global leader in clinical trials and position the country as a centre of excellence, uniquely placed to conduct such serious work. This initial trial, which has attracted £26m investment into Scotland, is potentially the first of many important research trials.
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SNO!zone - BRAND AWARENESS

To raise awareness of the SNO!zone brand and to differentiate it from its parent company, Xscape, and to drive footfall to each of the three centres
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WARBURTONS - NATIONAL BREAD WEEK

Activity undertaken to raise awareness of Warburtons National Bread Week in Scotland and to drive footfall to www.welovebread.co.uk included working with VisitScotland to identify Scotland's top 10 picnic spots and organising teddy bears picnics at three of the top Scottish picnic locations.
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SPECSAVERS - VISION AID OVERSEAS FUNDRAISING DAY

In 2007, Specsavers stores across Scotland hosted the first ever Vision Aid Overseas fundraising day to raise money and old glasses to help those in developing countries with poor vision.

Beattie Communications developed a PR plan to create awareness and encourage support of the initiative in advance of the event with follow-up activity highlighting its success.
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NORBORD - OPENING OF BIOMASS PLANT

Challenge: To support the opening of a new biomass plant for Norbord, the world's leading producer of engineered wood products, and highlight the company's commitment to protecting the environment & reducing its reliance on fossil fuels

Strategy/Tactics: Invited Malcolm Wicks MP, Minister of State for Energy, to attend opening. More than 30 journalists from national & local press, radio & television, as well as key trade & sector journalists, attended a major launch event & factory tour

Results: Successfully highlighted strategic environmental issues to the Minister of State for Energy. Blanket coverage across all key media, including BBC radio, TV & online, and ITV.

USC - RETAIL CAMPAIGN

Challenge: To promote the roll-out of a £4million ‘male concept' brand regeneration for USC, the UK's leading retailer of branded clothing, footwear and accessories. Included the launch of 12 new and refurbished stores.
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RETROFEST - LAUNCH MUSIC FESTIVAL

Challenge: To launch a brand new 1980s music festival to be held at Culzean Castle in Ayrshire and featuring some of that decade's favourite acts such as Bananarama, Belinda Carlisle, Go West, Kid Creole and the Coconuts, Tony Hadley, Kim Wilde, The Blockheads, Hue & Cry, Human League, ABC, Howard Jones and Kajagoogoo.
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LEEDS UNITED FOOTBALL CLUB

Objectives: To implement a strategic communications plan for LU's new board, following massive upheaval at the club. Manage and offset any crisis situations, such as board decisions, financial matters, player issues etc.

To communicate community initiatives within the club to the general public and stakeholders and to operate a 24 hour media liaison service for all journalists.
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YORKSHIRE BANK / CLYDESDALE BANK

The objective was to raise the profile of Yorkshire and Clydesdale Bank's unique approach to services through its network of Financial Solution Centres (FSCs) setting the brand apart from competitors.

Publicise the Bank's work within the business community and demonstrate their knowledge of business/private banking and profile its expertise to help the FSCs reach their individual and business goals, get smarter and raise the bar between Yorkshire and Clydesdale Bank and the competition.
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MARKS & SPENCER - SUPER MILK

The aim was to generate national media coverage in 4 days to ensure Marks & Spencer were first to market ahead of a competitor launch.

Beattie Communications created strong news angles around the launch of the new 'Super Milk' and the health benefits for cows. Beattie also enlisted the support of Professor Basant Puri, the leading medical researcher into Omega-3.

Beattie Communications achieved outstanding national news press coverage in The Guardian, Daily Mail, Daily Express, Daily Mirror and regional coverage in the Daily Record, The Scotsman and LBC radio. As well as extensive online coverage including netdoctor.co.uk, dailymail.co.uk and dailyrecord.co.uk.

LAMBERT SMITH HAMPTON - PROPERTY AGENT

Beattie Communications was commissioned to raise the profile of individual offices and the national profile of the company as well as too drive new business and have a positive impact on the company's bottom line.

Beattie devised a short and medium term strategy in place to maximise all forward feature opportunities, obtain creative photography, promote all property deals, draft creative features, secure expert columns, organise speaker opportunities. Positioned as a leading authority over competitors in the press and media.

This resulted in ten times the coverage v advertising equivalent, month-on-month. Obtained front page coverage in local press. Secured radio and TV interviews. Press now proactively contact Beattie for comments, ideas, features. Regular delivery of forward feature opportunities and organised corporate events and client entertainment. Generated new business leads.

COMMERCIAL ESTATES GROUP

The brief was to create a public communications strategy to involve the local community and assist in securing planning consent for 63-acre former industrial Kirkstall Forge works in Leeds.

A list of key stakeholders was drawn up and one-to-one meetings organised. A series of community consultation events were staged and a local working group was established. Briefing notes, correspondence, website content and working documents for exhibitions were also drawn up and a carefully managed press campaign was implemented.

The result was only one community representation to the planning application and Commercial Estates Group was applauded for its early involvement and communication with key stakeholders and the community. The council hailed the process as 'exemplar of involving community in the planning and design process.' Limited and controlled press coverage was generated around the scheme.

UNIVERSITY OF ST ANDREWS

The aim of the campaign was to maximise the results of a groundbreaking mathematical formula devised by the University to calculate when a woman is likely to become infertile.

The medical findings and science were translated into human-speak, without the science being misrepresented, for the mainstream press.

The researchers appeared on BBC Breakfast TV, GMTV, Radio 4's Today Programme, BBC World Service and ITN. Every UK national newspaper covered the story and used case studies. Worldwide coverage included titles in the US, Spain and Australia.

NAPIER UNIVERSITY

The Agency was appointed to position Napier as the ‘best modern university in Scotland'; and to raise the profile of the Principal, Professor Joan Stringer, and the many positive changes and initiatives that she has brought to the University. The 2009 Guardian University League Tables ranked Napier as the ‘best modern University in Scotland' and fifth-best modern University in the UK - achieving one of our main objectives.
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