Archive for June, 2011

The purpose built Wedgwood Museum in Barlaston opened its doors in October 2008 following a 10-year crusade by the Wedgwood Museum Trust to raise the funds to build it.  It boasts one of the most interesting ceramics collections in the world and in 2009 it was revealed as the winner of the prestigious Art Fund Prize – further proof of its show-stopping credentials.

Prior to Primo PR’s appointment, The Wedgwood Museum used agencies on an adhoc basis to support specific individual projects but found this to be a less than satisfactory approach to PR.  However, in order to build awareness of the Museum as one of the key visitor attractions in the UK and to help drive footfall, the management team at the Museum decided to seek the help of an external agency on an ongoing basis.

The Wedgwood Museum wanted a consistent campaign, that would not only achieve good quality consistent coverage but also wanted to focus on increasing visitor numbers and needed help to eliminate the persisting impression that Wedgwood was closed for business.  Primo PR was chosen to handle the brief.

Primo PR drafts, manages approval of and sells in all news releases and events updates for The Wedgwood Museum.  This includes the implementation of the social media campaign through Twitter, Facebook and as well as targeting and updating all online What’s On guides.  Regular meetings with the client ensures that all potential news is identified on an ongoing basis and can be included in the sell in schedule.

In addition, Primo PR recommends and creates bespoke initiatives for the Museum including the recent Frog Service project that resulted in a significant amount of coverage on local radio stations (core to helping drive footfall within the local area).

Management of all media contacts and setting up and attending visits from key journalists also forms a significant part of the day to day activity for Primo PR.

One year into the campaign, Primo PR is very much seen as an extension of the Wedgwood Museum management team, handling and consulting on many areas of marketing and PR.

CWF is an importer, agent, producer, bottler and distributor of wines and alcoholic beverages. The company’s brands include Le Poesie, Vina Sutil, Simply Yours, Kissing Tree, Sliver Bay Point, Bali, Orchards, Summer Sensation and Winter Warmer. It supplies to both the on and off trade sectors.

While CWF had undertaken PR previously, the company had no media relations agency for a period of time prior to Primo PR’s appointment. This was partly because it wanted to re-focus on new product development and consolidating its distribution channels, but also partly due to the fact that it felt that PR had not provided a solid return on investment. Primo was initially brought on board to launch a new product range – Simply Yours – with a view to becoming a retained agency depending on the results achieved.

The launch campaign for Simply Yours encompassed the national, consumer and trade press, with coverage achieved across all. The range consists of 11 varietals, so Primo PR used this as the basis for a ‘What your favourite wine says about you’ story for the national can consumer press, with a more straightforward, product focused approach taken for the trade press. The results achieved led CWF to take the decision to continue working with Primo. Now the campaign consists of a proactive press office, covering news, features, media visits and set piece opportunities.

During year one of the campaign Primo PR achieved almost 50 trade and consumer press cuttings. The return on investment was 17:1.