Seeing is believing in San Remo
How we got international marine & lifestyle journalists up close & personal with Fairline's new Targa 53 GT.
See the resultsIt’s always a pleasure to work with the ADPR team. We got great exposure from the articles created by ADPR, which is vital in helping to raise brand awareness across the consumer leisure market again. We were particularly pleased with the success of our amnesty days, which shows that well publicised and targeted events generate a great response!”
To raise awareness of Pains Wessex’s pyrotechnic disposal campaigns, ADPR focused on getting the brand’s educational and emotive messaging in front of the leisure marine customers through the various, relevant channels, prioritising a specific call to action with each news angle. These included informing consumers of the new refill packs and where to purchase them, attending the flare amnesty days and directing traffic to the myth busting animations.
ADPR drew upon the team’s unbeatable contacts across the consumer and leisure marine publications to promote the amnesty days as a safe and effective route to dispose of pyrotechnics. The aim was to build as much awareness of the amazing service Pains Wessex was supplying for free, in order to maximise attendance and disposals throughout these events.
Via carefully crafted press releases, communicating the benefits of pyrotechnic flares over other alternatives was critical for Pains Wessex. Marine pyrotechnics are internationally recognised as a distress signal and are much more reliable in an emergency situation. In all conversations with the media, ADPR included direct links to educational and informative resources, such as Pains Wessex’s own Myth Busting animations, and emotive messaging to tackle the existing stigma around pyrotechnics.
Across the three press releases, 19 pieces of coverage were secured, all across top target marine media. All pieces contained Pains Wessex’s key messaging and specific calls to action – such as attending the amnesty days and purchasing the new refill packs.
Due to the increased publicity around the three flare amnesty events, 3,587 expired items were collected, with £2,263.93 being raised and donated to local charities.
How we got international marine & lifestyle journalists up close & personal with Fairline's new Targa 53 GT.
See the resultsThe three month media campaign that saw this quirky brand stand out from the crowd
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